A PROJECT REPORT ON

"USING SOCIAL MEDIA AS MARKETING TOOL TO

COMMUNICATE VALUE PROPOSITION"

Presented in Partial Fulfilment of the Requirements for the award of

BACHELOR IN BUSINESS ADMINISTRATION

SESSION 2020-2023

FACULTY DETAILS: STUDENT DETAILS:

Dr. Sonal Pahwa
Mr. Sunny Seth Vaibhav
Jai KishanBisht
Yadav
Associate Professor
Assistant Professor ENROLLMENT NO: 02214001720
04714001720

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

1
 ACKNOWLEDGEMENT

I wish to express my sincere gratitude and special thanks to my respected teacher “Mr. Sunny
“Dr. Sonal Seth”.
Pahwa”
I am also thankful to the management department, laboratory assistants for the timely help and
valuable suggestion without which my “PROJECT REPORT” would not have been success.

Vaibhav
Jai Bisht
Kishan Yadav

BBA -VI Semester

V SEMESTER

ENROLLMENT NO: 04714001720

02214001720

3
 CERTIFICATE

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semester hashas
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It embodies the original work done by the student.

FACULTY DETAILS:

Dr. Sonal
Mr. SunnyPahwa
Seth
Associate Professor
Assistant Professor

4
 CONTENTS

CHAPTER 1: INTRODUCTION...................................................................................06-19

1.1 INDUSTRY OVERVIEW…………………………………………………........07

1.2 ORGANISATION PROFILE……………………………………………….......11
1.3 SWOT ANALYSIS……………………………………………………………...14
1.4 COMPETITORS………………………………………………………………....17
1.5 PROBLEM OF THE ORGANISATION……………………………………......22

CHAPTER 2: OBJECTIVES AND RESEARCH METHODOLOGY……………...24-23

2.1 SCOPE OF THE STUDY………………………………………………………..24

2.2 SIGNIFICANCE OF THE STUDY ……………………………………………..25

2.3 RESEARCH OBJECTIVES ………………………………...…………...............26

CHAPTER 3: CONCEPTUAL DISCUSSION……………………………………….......29

CHAPTER 4: DATA ANALYSIS AND FINDINGS……………………..………………39

CHAPTER 5: CONCLUSIONS………………………..…………………….....…………50

CHAPTER 6: RECOMMENDATIONS…………………………………………………..52

BIBLIOGRAPHY………………………………………………………….56

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 1) INTRODUCTION

Social media marketing is a type of digital marketing that helps to create and share content on social
media sites to meet the objectives for marketing and branding. Social media marketing involves
practices like sharing text and picture updates, videos, and other material enhancing audience
engagement, and paid advertisement.

It also helps you to connect with your audience to increase sales, build your brand, and drive website
traffic by publishing great content on your social media profiles, listening to and engaging your
followers, and analysing your results.

Marketing on social media first started with publishing. To generate traffic to their websites and sales,
companies post their blogs on social media.

Social media and marketing: Start with a plan

Following are some questions to ask when defining your social media marketing goals:

• What are you expecting to achieve through social media marketing?

• Who can be your target audience?
• Where and how will you find your target audience?
• How would your audience use social media?
• What message do you want to send to your audience through social media marketing?

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 1.1)INDUSTRY OVERVIEW

E-commerce store for agricultural & art craft products.

NotOnMap , a social initiative for the marginalised , indigineous communities across rural india and
StayFlexy, the world’s first flexible and autonomous hospitality company out of California have come
together for their social initiative NotOnMart for rural india .Notonmart in essence is a small scal
community-led initiative that aims to scale up coordination of micro sixe businesses. Notonmart’s
primary objective is to connect its audience to the farmers and atisans across the nation by extending
a holistic approach. Following the vocal for local ideology and to spread awarenesses about the
urgency of catering to the needs of the neglected communities that are the worst impacted during
these testing and challenging times.Time and again , one notice that the underlying structure of the
supply chain relationships is not based on fairness or economic justice which plays an influential role
in the livelihood of the rural population.

With this initiative, NotOnMap plans to support the livelihood of farmers and craftsmen of rural
pockets by connecting them directly to the end-consumers (rural and urban) through a tech-enabled
platform without involving any middlemen. With more farmers joining in , currently , the portal is
ready with 1200 plus products from 1500 farmers. With the advent of this project, it will bring in a
major impact on rural inclusion, ruaral education, empowerment , building resilience and promotion
of the youth and elderly about the potential to rise above the standard benchmark of the market value.

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Why do NotOnMart need Social Media?

Few Reasons why NotOnMart should be on Social Media

Social media has become an integral part of our daily lives. Almost everybody who has access to the
internet also has an account in one of the many social media networks that exist. In this section, we
will take a detailed look on Instagram and the many reasons, why these websites should have a profile
with this social network. Social Media for any business always starts with a Instagram account
nowadays.

Exposure

Instagram has over two billion users. Signing up for an account for your company gives you potential
exposure to many people who otherwise would never get to know about your project. We have already
talked about the importance of your website, but through a Instagram profile, it is much easier to get
exposure for your work. To find your homepage, people already need to know about your organization
or at least search for it with very specific terms. Instagram gives you more chances to share your work
throughout your network and then through the network of your followers.

Instagram for your website.

Gone are the days when Instagram was considered a minor player in the social media world. Rising
exponentially, its popularity now exceeds Twitter and LinkedIn. Recently, Instagram made it to reach
600 million users, which is seriously a big number.

You know what more surprising is- the latest 100 million joined the platform in a short six-month
period! Isn’t that impressive growth?

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Promoting website

Social media has quickly become one of the most powerful tools in any website owner's collection.
Effective use of social media sites can help your business deliver stellar customer service, promote
new content, and increase conversions. Although there are a number of social media networking sites
out there, Instagram is one the most useful. Instagram was created in 2010 as a way to share mobile
photography online, and has made its mark as an image- and video-sharing platform. The site is now
owned by Facebook, and has quickly built up a huge user base. Over 854.5 million people are active
members of Instagram today.In fact, Instagram is topped only by Facebook and YouTube in numbers,
making it one of the largest social media platforms in the world.Despite its original focus, the sheer
reach Instagram provides makes it an ideal place to promote your business or website. The platform
offers a number of advertising solutions, and its highly visual nature makes content creation simple.
Instagram is also an excellent way to interact directly with your audience, and thus build up strong
brand loyalty. Although it's important to gather a following on instagram itself, the platform is also a
key vehicle for driving traffic back to your website. Fortunately, there are a number of easy ways to
do that.

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Share your work

Instagram is a very easy way to share your work with your beneficiaries or people who want to
support you. Sometimes you only have a small update that would otherwise not make it to your profile
– Instagram is the perfect medium for this. You can post pictures, reels and stories of your work and
your progress and keep your followers updated.

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 1.2) ABOUT THE ORGANISATION

NotOnMap and California-based hospitality firm StayFlexi have launched a digital platform
‘NotOnMart’ that aims to connect 20 lakh farmers and artisans with consumers by the first quarter of
2022.Founded in 2014, NotOnMap curates travel experiences at offbeat locations and promotes deep-
rooted cultural exchange between the traveller and the host family or village. It is currently present
in over 80 locations across Himachal Pradesh, Ladakh, Rajasthan, Kerala, Goa, Assam, West Bengal,
Karnataka, and Maharashtra.

“NotOnMart in essence is a small scale community-led initiative that aims to scale up the coordination
of micro-sized businesses. Our work will focus around identifying agriculturists and craftsmen from
various rural parts of the country who face challenges in terms of extending their reach into the urban
markets and connecting them with consumers,” NotOnMap founder and Director Kumar Anubhav
told PTI.Rural population ends up depending on a middleman or a distributor, and NotOnMart’s aim
is to provide a holistic platform that facilitates the shortening of the supply chain system, he added.

“We already have 4,000 people on the platform and we hope to take this to 20 lakh by Q1 2022. We
are looking at locations like Himachal Pradesh, Uttarakhand, Rajasthan and Kerala. By Q1 2022, we
hope to be in 11 states. We feel the initiative will have a major impact on rural inclusion, rural
education and empowerment, and promotion of the youth,” he said.Unlike e-commerce platforms,
NotOnMart will provide details on how to connect with the farmer/artisan, so that the interested
consumers can directly engage and complete the transaction.

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“We are creating an online platform that has local produce along with farmers’ contact details,
consumers can directly contact the family to purchase the same and 100 per cent money goes directly
to the family. We will also offer training and guidance to the farmers and artisans to handhold them
through the process,” he said.

MISSION

NotOnMart’s mission is to create a market place for both the farmers and the customers who want to
sell and buy fresh farm produce and another products like artcrafts for themselves. NotOnMap plans
to support the livelihood of farmers and craftsmen of rural pockets by connecting them directly to the
end-consumers (rural and urban) through a tech-enabled platform without involving any middlemen.

NotOnMap along with Kerala RT Mission intensifies focus on Responsible

Tourism.

Responsible Tourism Mission is the nodal agency formed by the Government of Kerala to spread and
implement the ideologies and initiatives of Responsible Tourism. In a recent development
NotOnMap, a social initiative for the marginalized, indigenous communities across rural India along
with Responsible Tourism Kerala came together for a joint endeavour to address the challenges faced
by the industry and to encourage Rural Responsible Tourism.

The event hosted by Rupesh Kumar K., State Coordinator, Kerala RT Mission witnessed the
convergence of the best minds working towards Sustainable Tourism. The event was further headed
by an imminent panel bench including Dr. Manoj Kumar Singh, Director (Skill), MP Tourism Board,
Raj Basu, Advisor, Arunachal Tourism Board, Manisha Pande, Founding Member, ICRT India and
Kumar Anubhav, Founder and Director, NotOnMap along with the eminent leaders of industry as
attendees.

The formation of the Responsible Tourism Mission was to encourage Responsible Tourism principles
and practices have led to the emergence of Kerala as a leading world RT destination. The stronger
mandate given to the tourism sector in economic and development policy planning, responsible
tourism initiatives since its launch in 2007, and formation of the RT mission has led to the emergence
of Kerala as a leading RT destination.

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The forum also discussed the need to bring in all the elements of Rural Tourism under a common
umbrella. Initiating community-level tourism activities is one of the prime deliverables of the mission.
They have also stepped in to help the local community generate income directly or indirectly from
the sector and train them while looking for alternative approaches that have evolved against the
negative impact of ‘mass tourism’.

There exist three kinds of responsibilities – economic, environmental and social – which have been
termed the ‘triple bottom line’. Most of the RT mission training is aimed at the womenfolk. The
mission is providing women with an opportunity to work at home according to their convenience and
earn a living out of it.

Speaking on the occasion, Kumar Anubhav, Founder and Director, NotOnMap quoted, “While the
nation was combating the spread of Covid-19 pandemic, we focused on how to boost the rural tourism
all over India through Project Travival. The main objective of this initiative was to help the rural
communities by capitalizing on their untapped culture and value heritage. Many industry experts
came together to conceptualize, design and execute Project Travival which consisted of 150+ training
videos.”

The videos have been framed in over 18 regional languages divided into 12 modules for Homestay
owners, Village Panchayats, Teachers/Youth and Women of villages and travellers across India thus
covering all stakeholders of ‘Rural Tourism’ in India. The videos not only cover topics around
homestay and personal safety and hygiene but also educate people on sustainable practices and
homestay business during Covid-19. It is inclusive of all points by international bodies and the Govt.
guidelines, includes policies to be followed by the hosts to maintain a guaranteed safe stay.

NotOnMap with their initiatives-TraVival and NotOnMart, plans to support the livelihood of farmers
and craftsmen while boosting the revenue generation of rural pockets. With these initiatives, NoM
intends to bring in a major impact on rural inclusion, rural education, empowerment, building
resilience, and promotion of the youth and elderly about the potential to rise above the standard
benchmark of the market value of rural India.

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 1.3) SWOT ANALYSIS

The SWOT analysis is a highly effective tool for understanding and decision making for all
businesses. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. The tool can
be used for business planning, strategic planning, competitor evaluation, marketing, product
development and more. IFAD (International Fund For Agriculture Development) describes this
option as ‘useful when qualitatively assessing, for example, the services provided by the project,
relationships between project stakeholders and the organisations of the implementing partners, local
groups and the project team itself’.

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Strengths

The strength of the organisation was that it is a famer based business and they are promoting farmer’s
products an some artisans from rural area of India. So the products are all healthy and authentic. And
nowadays there is a trend of healthy lifestyle and authentic aesthetic art crafts for decoration in the
houses and certain places which enhances the environment. And people are shifting to natural, healthy
and nutritious food to stay fit and maintain a healthy lifestyle , Notonmart is providing these people ,
the right platform to buy healthy and nutritious foods , vegetables etc. directly from the farmers itself.
It will help notonmart to grow at a higher rate and get customers quickly.

Weaknesses

Their weakness is that the work sometimes get delay because of the delayed activities of the farmers
to give information and provide the product at the right time. For this, the employees give proper
training to the farmers for the operations. The operations sometimes get difficult and lengthy as the
team has to design packaging and labelling content by themselves for further sale so it is a lengthy
process which requires efforts. The pricing decision in the organisation is also very complex . they
face many difficulties in deciding the pricing.

Opportunities

It has a lot of opportunities they have a variety of farm products fresh and naturally grown from
allover the India like Chamba spices , rajma from Kashmir ,many more vegetables from Chamba and
many grains, pulses, fruits and many herbs. As people are shifting towards a healthy lifestyle across
India there is a vast market for organic products in the current situation and they can partner with any
other organisation to take this idea to a next level for covering allover the india for getting a good
market share.

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Threats

Some threats to Notonmart are the challenge of providing fresh products to their customers as the
process of getting the products ready by the farmers to delivering it to NotOnMart to the customer is
amajor task in which Notonmart has to act quickly and be efficient as it can be a major drawback for
the organisation which can affects its growth.

Another problem is the funds as it is a startup organisation it requires a lot of funds for their operations
in day to day basis. The business model right now is also not on profit. They are only trying to get the
farmers on board on this initiative.so it is a major issue of concern for the organisation . the employees
there are also unpaid, even I worked as as unpaid intern there so funds are also a major threat for
them. But they are partnering with different organisations for the growth of the business.

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 1.4) Some related competitors of Notonmart

There are no similar competitors to Notonmart which are selling B2C directly and putting
farmers on the line and giving all their profit and credibility to the farfmers only. It is a single
business doing so. But there are many different companies selling organic products directly
to the customers and consumers freshly ,but they are focusing on their brand name and sell
the products only by their name without mentioning the contribution of the farmer, but
Notonmart is different on its own as they are not only delivering the producs but also the story
related to the farmer who grown it. Notonmart aims to market the farmers of rural area and
make the value of the farmer in the market as well as their product too. But some competitors
in this market for Notonmart are:

1. Agri-tech startup Harvesting has launched HFN Mandi to help Indian farmers directly
market and sell their agri-products to wholesale buyers. HFN Mandi is a free online service
for farmers to connect and transact with genuine buyers across India and internationally.

This journey of providing market linkage to farmers started less than a year ago when Founder &
CEO of Harvesting, Ruchit Garg, started a Twitter account to help distressed farmers across the
country sell their crops during strict covid lockdown.

In the last 10 months, Harvesting has worked relentlessly with farmers across India and listed over
$23 million worth of agri-produce on the platform. Farmers simply send WhatsApp messages to the
HFN team, whose technology then broadcasts supply information to buyers over social media
platforms like Twitter. The entire process is so simple and effective that in less than a year Harvesting
has attracted over 23 lakh farmers from 22 states. Several government agencies, non-profit
organizations, farmer groups, and individual farmers are already engaged with HFN. Over 200
commodities got listed on the platform, bought by wholesale buyers such as food processing
companies, five-star chains, F&B restaurants, and food exporters.

Even after the relaxations in lockdown, the popularity of Harvesting Farmer Network continued to
grow, given buyers were able to transparently buy great quality produce directly from farmers and
farmers were able to access much larger markets.

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Ruchit Garg, Founder & CEO, Harvesting, said, “Farmers as far as from Meghalaya are now able to
export their crops to countries like South Africa because they listed products on our platform.”

HFN Mandi provides farmers with larger market access and better price realization. Prices are decided
by the farmers and orders are fulfilled by farmers themselves. For buyers, it provides not only access
to the largest selection of crops under a single roof at attractive prices, but also provides a seamless
experience of purchasing agri-produce in wholesale including the booking of transportation, quality
check on the ground, legal contract, escrow of funds, etc.

On the launch of HFN Mandi, Ruchit Garg stated, “We believe the best way to create meaningful and
long-term benefits for farmers is to provide farmers with the choice and power to participate in the
market on their own terms. Farmers in India are increasingly getting tech-savvy and have exposure
to the wider world and our platform provides them an alternative channel to sell their produce. Indian
agriculture is sitting at the inflection point right now, and we strongly believe that Technology -driven
solutions can enable farmers to realize their full potential.”

The organization has been up and running for the past 5 years. With collaboration and support of the
Delhi police, School Teachers, Advocates, experienced Doctors and especially the school and college
youth, the organization has come a long way with now over 5000 active members working relentlessly
to support the cause.

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 2. Two brothers :

Two Brothers Organic Farms was started by Ajinkya and Satyajit Hange who, despite securing high-
paying jobs, felt drawn to their agricultural roots. Today, the company is selling products in 680 cities
across the world . the brothers also started manufacturing and selling products like ghee, jaggery,
moringa powder, flour, turmeric, etc.

Initially, the brand launched itself on Shopify but today, it sells through its website and ecommerce
platforms like Amazon and Flipkart. Satyajit says that their website gets twice as much traction for
its products as compared to those selling on ecommerce platforms, and they don't spend too much
time on ecommerce platforms because they still “fear middlemen.”

On social media, Two Brothers Organic Farm writes blogs, shares videos of their activities, puts up
different kinds of posts etc. The brand has collaborated with schools in Pune to start ‘Organic Farming
Clubs’ and claims to have impacted about 9,000 farmers by training them with various organic
farming techniques.

According to IMARC Group, the Indian organic food market is slated to grow at a CAGR of 24
percent during 2021-2026. Moreover, India houses several organic food brands such as Organic India,
Organic Tattva, Dabur, Patanjali, Pro Nature Organic Foods etc.

The company is also working on developing a weather station that can be placed in the fields. This
station will have a SIM card that will monitor moisture, wind speed, pest attacks etc, and all these
notifications will come on the mobile phone of the TOBF team members. The company also plans
to introduce ERP systems into its day-to-day operations to make smart, intelligent and data-driven
business decisions.

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Patanjali :

Patanjali Ayurved is an Indian Multinational conglorate company , based in Haridwar, India.It was
founded by Ramdev and Balkrishna in 2006. Its office is in Delhi with Manufacturing units and
headquarters in the industrial area of Haridwar. The company manufactures cosmetics, ayurvedic
medicine , personal care and food products. The CEO of the company, with a 94-percent share hold,
is Balkrishna. Ramdev represents the company and makes strategic decisions.

Patanjali Ayurved Ltd has achieved a tremendous presence around the globe and throughout India in
a very small time since its inception in 2006. We have more than 47000 retail counters, 3500
distributors, multiple warehouses in 18 states and proposed factories in 6 states.With a growth rate of
130%, the Patanjali Group is planning to make a foray into major global markets. As the group is
already present in markets like the US, Canada, the UK, Russia, Dubai and some European countries,
it is willing to spread its wings wider and farther. Global Presence : Patanjali Ayurved Limited is a
leading manufacturer and exporter of Herbal & Natural products including Health Supplements,
Cosmetics, Food, Processed Food, Beverages, and Personal & Home Care products. The company
products are today available in many overseas markets, helping people move towards a more healthy
and natural lifestyle. Backed by one of the largest manufacturing facilities in the world with
ISO9001:2008, ISO14001:2004, BS OHSAS 18001:2007, GMP, FSSAI & Halal Certification, and
state of art laboratories to ascertain and maintain highest quality, Patanjali’s overseas business today
spans across key countries in all continents of the world. Our organization is registered with US FDA
and is an active member of many government and semi-government trade promotion organizations.

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Organic tattva :

Organic India is a multinational company founded in 1997 by couple Bharat Mitra and Bhavani Lev
(née Holly Bronfman), in Lucknow, India that produces halal certified organic herbal and Ayurvedic
health products. The company is most known for their line of organically grown tulsi teas, which are
sold in India, the US, Canada, and the UK.

The company created an organic, natural, non-toxic, herbal version of the colourful dyes used in
India's annual Holi celebration, and operates a retail store in Maharashtra, India. The company also
exports organically-grown flowers, with Germany as its major market.

Organic India works directly with marginal farmers in tribal villages, providing seeds, fertilisers,
organic certification, and assumption of risk in case of crop failure. It owns 50,000 acres (200 km2)
of arable land in Uttar Pradesh including in Rajasthan and Gujarat, and the Vasundhara Acres
Organic India LLP in Madhya Pradesh.

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 1.5) PROBLEM OF ORGANISATION

1) The first problem I identified is the poor communication between the authority and the
subordinate by which delay in the task is occurring often. Some causes of poor
communication are :

Poor Leadership

Employees look to business owners and their managers for direction in the workplace. Good
communication that starts from the top down motivates staff members to be more productive and
innovative. These good leaders clearly communicate objectives, goals, and future visions. However, poor
and incompetent leaders are more than often indecisive and are unable to inspire their team. Poor
communication in leadership may stem from managers being unable to answer questions or clarify points,
so that their employees are left even more confused and frustrated than when they started.

Unclear Objectives

Goals and objectives are powerful in business, as they focus attention on achieving desirable outcomes,
such as profitability. Profitability does not just happen, magically. It requires attentive employees who
know what management expects them to accomplish, and transparent objectives provide that direction. If
organizations, especially the managers, fail to provide direction, this not only leads to confusion and
frustration, employees may also end up underperforming without meaning to.

Limited Feedback

Feedback is “information provided by an agent regarding aspects of one’s performance or understanding”.

Effective feedback, both positive and negative, is very helpful, as it provides valuable information to make
important decisions in the future. Top performing companies are top performing companies because they
utilize feedback consistently to make themselves better. Poor communication can severely limit feedback
given to employees and hinder their work. When feedback is limited from management, employees might
not clearly understand their current actions and continue to underperform in comparison to the manager’s
standards.

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 2) There was not a proper Role specification of the employee in the organisation as I was given
many different kinds of tasks according to my role. Role specification means hiring the most
qualified person for a job and assigning work to the most appropriate employee. A lack of
quality role specification can disrupt workflows, reduce efficiency and decrease
communication between team members.

To overcome this organizational challenge, it's important that managers learn about the skills and
interests of their team members so they can assign work to the most qualified member or train
members on how to succeed. It's also essential that managers conduct a thorough hiring process for
new candidates to hire people that suit company openings. They may enlist the help of recruiters who
are more adept at finding qualified candidates for specific roles.

It is important to resolve the problems in the organisation as:

Identifying and resolving organizational issues is highly beneficial to both the organization and its
employees. The quicker you can resolve organizational issues, the sooner you can create a healthier
workspace and focus your energy and resources on other business matters. Having good
organizational practices promotes a sense of accomplishment and achievement within the company.
Organizational improvements can also serve as motivation for an organization to keep pushing for
new solutions or make proactive changes to avoid the same issues in the future.

Working with NotOnMart was a delightful experience , the two months with the organization not
only helped me to work for farmers welfare but also helped me to gain exposure in marketing and
business development for the organization. Working for NotOnMart was a challenge in itself,
however planning the tasks made the journey pleasant and easy. Sticking to the roadmap was the
strategy throughout. After working for 2 months, I came across various challenges and tried best
approaches to overcome them .There were various best practices followed and would recommend to
be followed by the organization throughout to have an edge over the others. The recommendation can
be summarized as the organisation need to have a better communication in manager subordinate
relationship for the smooth decision making and functioning of the operations.

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 2) OBJECTIVES AND RESEARCH METHODOLOGY

2.1) SCOPE OF STUDY

The scope of the project was to study the marketing tactics and behaviour of marketers today. How
do they market their products or brands , what are the different platforms used by the marketers to
spread awareness of their company brand or website. How different platforms helps the companies
to grow their website and create value in the market.

•Audience Targeting
Traditional marketing was not able to target a specific audience with demographics and details. Do
you agree with this? Definitely, yes. The marketing of any product aimed at mass marketing earlier.
But today with the emerging trends of digital marketing, there are so many personalized methods to
target the audience.

•Smartphones
Every day, mobile phone users are increasing and as per the report by 2019, the number of
mobile phone users will be 5.07 billion. This year it is 4.77 billion users worldwide. Check the
difference within two years!! And most of the mobile phones now are smartphones that allow
customers to get connected with the business anywhere and anytime.

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 2.2) SIGNIFICANCE OF STUDY

With the help of this study , we can identify that how marketers are using different platforms on social
media to interact with customers and market their business offerings and can also create a brand value
for their company with the help of engaging and satisfying their customers . we will learn how they
can use social media as marketing tool to communicate value proposition . value proposition is a short
statement that clearly communicates the benefits that yours potential clients gets by using your
product, service or idea.

Businesses need to work on their social skills and how they interact with their customers online for
the best results. Success in social media marketing involves being strategic and innovative. Social
media drives traffic with referrals and the additional advantage of taking up a considerable
amount of time spent online. Marketers are becoming increasingly aware of the need to allocate time
and resources to social media sites.

•Internet, Internet Everywhere!! As per statistics for the years starting from 1993 till 2015,
internet usage by the world population has been tremendously increased and now 40% of the
population is using the internet. i.e., 3.42 billion users. It was less than 2% of the world
population in 1995. Thus based on these statistics, it is a compelling statement that the scope
of social media marketing India will have a bright future in the coming years

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 2.3) RESEARCH OBJECTIVES

Research methodology refers to the systematic method consisting of enunciating the problem,
formulating, collective facts or data, analysing the facts and reaching certain conclusion either
in the form of solutions towards the concerned problem or in certain generalization for some
theoretical formulation.

OBJECTIVES

-To know the perception level of audience who are seeing campaigns through social media marketing

-To know the awareness level of audience about the social media marketing

-To know the maximum used social media platform for marketing.,thus getting the value proposition

-To know the if these platforms help the companies to generate in B2B and B2C sales.

-To find out why are audience following their favourite brands on social media.

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 2.4) RESEARCH METHODOLOGY

Research Design

The research design is Descriptive in nature. The research design is a blueprint for fulfilling the
objectives & answering the questions. Selecting the research design is complicated due to availability
of large variety of methods, techniques, procedures, protocol and sampling plans. So to understand
and describe the current market phenomena for Awareness and growth of digital marketing among
the Consumers, DESCRIPTIVE RESEARCH DESIGN has been applied in Quantities research.
In that CROSS SECTIONAL STUDY has been applied, as units are measured from a sample of the
population.

Sources of Data

Primary Data

The data which is collected from first-hand experience is known as primary data. This data serves as
the main source of data for any research based project work. The data can be collected in many ways
as mentioned below:QuestionnairesPersonal Visit , etc. Secondary Data

Secondary data

It consists of published material, or any other reference material which can be useful in the particular
project. The source of secondary data are many such as, Research paper, internet. In our survey,
we have collected information from website

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Collection Method

The data collection method used in this research is survey method. Here the data are systematically
recorded from the respondents. In chat whatsapp informal interviews were done for data collection.
Questionnaire is been used as form of research instrument and it is the interviewer Administered.

Sample

Our sample is industrialist of Delhi-NCR region. We have conducted a survey of 100 samples to
know the awareness and perception of Social Media Marketing.

Sampling Method
In our study, we had used convenience sampling method as our sample was decided on the basis of
two criteria.

1) Sample selected must be from geographical area of Delhi NCR.

2) Sample must have industrial business & doing marketing of their product & services.

Data Collection Instrument

For the collection of data, we have used Structured Questionnaire

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 3) CONCEPTUAL DISCUSSION

3.1.1) Social Media Marketing

Social media marketing is all about advertising and promoting a brand and product on various social
media platforms to boost sales, drive more website traffic and build brand authenticity.
Facebook, Twitter, Youtube , LinkedIn, Instagram, Snapchat, etc are the well known social media
platforms among users.
Social media marketing first started with publishing. Business 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. For example , a business that
is concerned about what people are saying about its brand would monitor social media conversations
and response to relevant mentions. A business that wants to understand how it’s performing on social
media would analyse it’s reach, engagement and sales on social media with an analytics tool. A
business that wants to reach a specific set of audience at scale would run highly-targeted social media
ads.

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 CORE PILLARS OF SOCIAL MEDIA MARKETING

1)STRATEGY: To create customer-centric strategy a company needs to answer a questions

3) What are the company’s goals?
4) Which social media platform will help them in achieving their goal?
5) What type of content will attract their audience?

2)PLANNING AND PUBLISHING

With the increase in the number of social media users. Every business is concentrating on showing
their consistent presence on social media. This technique is helping them in showcasing their
brand to their potential customers.

3) LISTENING AND ENGAGEMENT

Always listen to audience by checking any comments and direct messages. If they are facing some
issue then try to resolve it and if they are giving some positive feedback and complimenting about
company’s brand and product then appreciate them.

4) ANALYTICS AND REPORTING

Analytics and reporting one of the main metrics of every online marketing channel. Every
company looks for some report that can help them in analysing whether their post has more reach
than last month or not.

5) ADVERTISING

One of the well known parts of social media is social ads. When a company is ready to invest in
social media then use social ads to spread awareness about it’s brand.

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 3.1.2) BRAND AWARENESS AND BRAND IMAGE

Brand awareness
It is the extent to which a brand is recognized by potential customers and is correctly associated
with a particular product. Brand awareness is related to the functions of brand identities in
consumer memory and can be reflected by how well the consumers can the brand under various
conditions.It is an important way of promoting commodity-related products. This is because for
these products, there are very few factors that differentiate one product from its competitors.
Therefore, the product that maintains the highest brand awareness compared to its competitors will
usually get the most sales.
For example, in the soft drink industry, very little separates a generic soda from a brand- name soda,
in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms
of their images and names.

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Brand image

It is the overall impression in consumers’ mind that is formed from all sources. Consumers
develop various associations with the brand. Based on these associations, they form brand
image. An image is formed about the brand on the basis of subjective perceptions of
association’s bundle that the consumers have about the brand. Volvo is associated with safety.
Toyota is associated with reliability.Brand images should be positive, unique and instant.
Brand images can be strengthened using brand communications likeadvertising, packaging,
word of mouth publicity, other promotional tools, etc.Brand Awareness is the recall factor
associated with a brand. If people are easily able to identify the product brand in terms of its
physical features or recognise it, the product is said to have good brand awareness. For example,
the iconic yellow and red packet of Maggi is likely to be recognised by people, or they are likely
to ask retailers for the product by its brand-name. This indicated good brand awareness.

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 Social Media Tools For Marketers:

1. SocialDrift

Used by McDonalds, Sprint and major industry influencers with millions of followers,
SocialDriftis an Instagram marketer’s best friend. The platform automates Instagram
interactions, which help to organically increase follower count. Users just need to provide
SocialDrift with information about ideal Instagram followers, and the platform will use
machine learning to engage users through likes, comments and follows. Because of this
engagement, users will frequently follow accounts in return.In time, SocialDriftcan dramatically
increase the number of high-quality Instagram followers through the platform’s Instagram bot,
named Securebot.

2. BufferBuffer

It offers a swift solution for businesses swamped by the multiple social media accounts they
must manage. The application innovates marketing by allowing individuals and businesses to
queue posts for their various accounts. Buffer works for several third-party extensions, in addition
to the regular line-up of social platforms .Furthermore, the app boasts many powerful tools like
photo editing, group collaboration and detailed data analytics about social media performance.
Essentially, Buffer can take a jumble of social media accounts, organize them and in the process
make marketing more manageable.

3. Sendible

Are you a team managing social media for a lot of different clients? Sendible is the tool for
you. Sendible has unique inboxes for each brand, accessible by any member of your team, so
communication is streamlined. They also offer a content engine that suggests new material
based on the topics of your profiles and followers. In addition, calendars are fully interactive.
Who said teamwork has to be hard?

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4. MavSocial

MavSocial is a management tool that focuses on graphics and videos for Facebook, Twitter,
LinkedIn, YouTube, Instagram and Tumblr. You can schedule or preview content to any or all of
those platforms. And if you’ve run out of content, simply reschedule. MavSocial also has features
for engagement analytics, collaboration, galleries, image database and campaign creation. Choose
from their 5 plans to get what works best for you

5. Storyheap

Snapchat’s introduction of Stories in 2013 has rapidly spread the feature across social media, with
many other platforms joining the trend to reap some of its benefits. Storyheap is tailored for the
Story feature, allowing brands to manage their Story straight from the web.In addition, Storyheap
offers in-depth analytics about the current and projected popularity of a brand’s Story. For now,
the app is limited to Snapchat and Instagram, but support for other platforms is in the works.

6.Unsplash

Having high-quality content and images is crucial; after all, nothing drives away a follower like
poor quality. Unsplash is a database of gorgeous, high-resolution, watermark-free images that are
free for use. You can use the search engine, or browse collections like “Still Life” or “Photos for
Parent Bloggers.”Once you find an image you want to use, you can either download it or save it
in your own collection for future use. Unsplash allows anyone to have high-quality, high-resolution
images.

7. CanvaPhoto and video

These are highly influential on popular platforms like Facebook, Instagram and Snapchat.
Consequently, marketing teams are often pressured to produce beautiful visuals and graphics to get
attention and increase brand visibility.Canva contains plenty of design tools, tutorials, templates and
more, so users have the materials to create almost anything they can conceive. With Canva,
marketing teams with limited experience can still generate stunning content and gather a larger
following.

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8. nTuitive

Social Marketers may often feel at a loss when it comes to conjuring up fresh content, but third-
party algorithms can always be of assistance. nTuitive. social combines detailed data analytics with
refined publishing and scheduling tools to ensure brands can consistently provide interesting
content. With compatibility across more than 20 platforms, the app monitors discussion of the
brand, analyzes social media decisions and offers suggestions to increase audience engagement.
nTuitive. social acts as a social media multi-tool for businesses trying to revamp their marketing
strategy.

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 MARKETING TECHNIQUES

Social media marketing involves the use of social networks, consumer's online brand-related activities
and electronic word of mouth to successfully advertise online. Social networks such as Facebook and
Twitter provide advertisers with information about the likes and dislikes of their consumers. This
technique is crucial, as it provides the businesses with a "target audience". With social networks,
information relevant to the user's likes is available to businesses; who then advertise accordingly.
Activities such as uploading a picture of your "new Converse sneakers to Instagram ". Electronic
recommendations and appraisals are a convenient manner to have a product promoted via
"consumer-to-consumer interactions. An example of eWOM would be an online hotel review; the
hotel company can have two possible outcomes based on their service. A good service would
result in a positive review which gets the hotel free advertising via social media. However, a poor
service will result in a negative consumer review which can potentially harm the company's
reputation. Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all
influenced the buzz of word of mouth marketing.

In 1999, Misner said that word-of mouth marketing is, "the world's most effective, yet least
understood marketing strategy" (Trusov, Bucklin, & Pauwels, 2009).Through the influence of
opinion leaders, the increased online "buzz" of "word-of-mouth" marketing that a product, service
or companies are experiencing is due to the rise in use of social media and smartphones. Businesses
and marketers have noticed that, "a person’s behaviour is influenced by many small groups" (Kotler,
Burton, Deans, Brown, & Armstrong, 2013). These small groups rotate around social networking
accounts that are run by influential people (opinion leaders or "thought leaders") who have followers
of groups. The types of groups (followers) are called: reference groups (people who know each other
either face-to-face or have an indirect influence on a person’s attitude or behaviour); membership
groups (a person has a direct influence on a person's attitude or behaviour); and aspirational groups
(groups which an individual wishes to belong to).Marketers target influential people on social media
who are recognised as being opinion leaders and opinion-formers to send messages to their target
audiences and amplify the impact of their message. A social media post by an opinion leader
can have a much greater impact (via the forwarding of the post or "liking" of the post) than
a social media post by a regular user. Marketers have come to the understanding that "consumers
are more prone to believe in other individuals" who they trust. The reason the opinion leader or
formers have such a strong following base is because their opinion is valued or trusted. They
can review products and services for their followings, which can be positive or negative towards the

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brand. OL's and OF's are people who have a social status and because of their personality, beliefs,
values etc. have the potential to influence other. They usually have a large number of followers
otherwise known as their reference, membership or aspirational group. By having an OL or OF
support a brands product by posting a photo, video or written recommendation on a blog, the
following may be influenced and because they trust the OL/OF a high chance of the brand selling
more products or creating a following base. Having an OL/OF helps spread word of mouth talk
amongst reference groups and/or memberships groups e.g. family, friends, work-friends etc. The
adjusted communication model shows the use of using opinion leaders and opinion formers.
The sender/source gives the message to many, many OL's/OF's who pass the message on along
with their personal opinion, the receiver (followers/groups) form their own opinion and send their
personal message to their group (friends, family etc.). The platform of social media is another
channel or site that business' and brands must seek to influence the content of. In contrast with pre-
Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects
of the ad, with social media, users are free to post comments right below an online ad or an
online post by a company about its product. Companies are increasing using their social media
strategy as part of their traditional marketing effort using magazines, newspapers, radio
advertisements, television advertisements. Since in the 2010s, media consumers are often using
multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming
TV show), marketing content needs to be consistent across all platforms, whether traditional or new
media. Heath (2006) wrote about the extent of attention businesses should give to their social media
sites. It is about finding a balance between frequently posting but not over posting. There is a lot
more attention to be paid towards social media sites because people need updates to gain
brand recognition. Therefore, a lot more content is need and this can often be unplanned content.
Planned content begins with the creative/marketing team generating their ideas, once they have
completed their ideas they send them off for approval. There is two general ways of doing so. The
first is where each sector approves the plan one after another, editor, brand, followed by the legal
team. Sectors may differ depending on the size and philosophy of the business. The second is where
each sector is given 24 hours (or such designated time) to sign off or disapprove. If no action is given
within the 24-hour period the original plan is implemented. Planned content is often noticeable to
customers and is un-original or lacks excitement but is also a safer option to avoid unnecessary
backlash from the public. Both routes for planned content are time consuming as in the above; the
first way to approval takes 72 hours to be approved. Although the second route can be significantly
shorter it also holds more risk particularly in the legal department.

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VALUE PROPOSITION

A value proposition is a short statement that clearly communicates the benefits that your
potential client gets by using your product, service or idea. It "boils down" all the
complexity of your sales pitch into something that your client can easily grasp and
remember.

A value proposition is a useful technique that has a much wider application than just
marketing your products, too. Whatever you are "selling" and to whoever you're selling it,
a value proposition is useful, if not essential. Whether your customers are external clients,
employees, co-workers, or even your family, the idea is to help them see the specific value
that your offer brings to them. And by doing so, you will grab their attention in such a way
that they know: "Yes, that's right for me."

DESCRIPTIVE RESEARCH DESIGN

Descriptive research design is a type of research design that aims to obtain information to
systematically describe a phenomenon, situation, or population. More specifically, it helps answer
the what, when, where, and how questions regarding the research problem, rather than the why.

CROSS SECTIONAL STUDY

Cross-sectional study design is a type of observational study design. In a cross-sectional study,

the investigator measures the outcome and the exposures in the study participants at the same
time.

38
 4) DATA ANALYSIS AND FINDINGS

1) Do you think social media is the most sought after method adopted by
entrepreneurs’ young and old in the field of marketing, advertising, brand
building, promotions?

Options Number of responses Percentage

Yes 81 90%
No 9 10%

Finding : Social media has taken over the world in every sense. In the field of marketing,
advertising, brand building, promotions social media is the most sought after method
adopted by entrepreneurs’ young and old. 90% people agree with it but 10% of them still
believe in thetraditional .way of marketing.

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2) Which is the most effective solution for brand promotion ?

Options Number of responses Percentage

Social Media 66 73%
Print Media 24 27%

Finding : Placing an advertisement in the print media is not the best solution for brand
promotion. The problem with traditional mass advertising is that, these media appeal to a
wide range of people who may not even be interested to know who we are. 73% of the
people agree with it while rest is still thinking print media has its own significances.
Someone said “print media is the only media which has the highest reach as it is read by
the old and young population.”

40
3) Do you think social media marketing will help the firms to find their potential
customers?

Maybe

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Maybe 18 20%

Finding : Promotions and brand building must be done with people whom we think are
potential customers for our business. This can be achieved by channelizing a greater part
of promotion and advertising budget for activities such as networking, volunteering, hosting
events and so on. Out of these methods, networking is the best that suits the need of the
time. With the technological advancements in today’s world, it is fairly easy to be connected
with the outside world with the help of social networking sites. Yes, most of the people agree
with it.

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4) Which social networking site are you most familiar with?

Number of responses Percentage

LinkedIn 18 20%
Instagram 24 27%
Twitter 6 7%
YouTube 15 17%
My Space 3 3%
Most of the above 24 27%

Findings : In today’s world there are many social networking sites which are helpful for the
mass marketing. The objective of this question was to find the website which is the most
popular one. Most of the people are familiar with Instagram , then YouTube. Many of
them are familiar with most of the social networking sites. Instagram is most popular among
them

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 5) Do you think the relative cost is much lesser as compared with traditional
advertising?’

Options Number of responses Percentage

Yes 51 57%
No 24 27%
Depends 15 17%

Findings : More than 50% people think relative cost is much lesser as compared with traditional
advertising while more less than 30% think it is not. The studies say that the relative cost is lesser as
compared the social media marketing with traditional advertising.

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6) Is social media helpful for B2B firms in generating new sales/clients?

Options Number of responses Percentage

Yes 57 63%
No 15 17%
It depends how reputed the 18 20%
firm is.

Findings: Social media helpful for both B2B and B2C firms in generating new sales/clients.
63% of the people agree with it. While others think in B2B everything is taken place in a
formal way so it’s not possible to generate new sales through the social media.

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7) “Social media can be effectively used for various B2C clients to increase
sales.” Do you agree?

Partial

Options Number of responses Percentage

Yes 63 70%
No 9 10%
Partially 18 20%

Findings : 70% of the people agree with this because most of the people are familiar with
socialnetworking sites and they frequently visit these sites and encounter ads which they
find interesting and are interested in buying it , so we can say that it increases sales.

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8) Which one do you think is the most effective social networking site for
online marketing?

Options Number of responses Percentage

Youtube 21 23%
Instagram 60 67%
LinkedIn 9 10%

Findings : It shows that most of the people are familiar with Instagram in comparison with
other sites like youtube and linkedin. Cab providers like Ola Cabs and Taxi For Sure are
moreactive in youtube than instagram. So it depends on different industries.

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9) Do you follow your favourite brands on social networking sites like
Instagram, twitter and LinkedIn?

13%

87%

Options Number of responses Percentage

Yes 78 87%
No 12 13%

Findings : Most of the people do follow their favourite brands in Instagram and twitter to
knowabout their offerings and all.

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10) If yes, why do you follow them?

Number

15
24

51

Just because you like those brands You’re very keen to know about

their new offerings. To know how well they are in marketing.

Options Number of responses Percentage

Just because you like those brands 24 27%
You’re very keen to know about 51 57%
their new offerings.
To know how well they are in 15 17%
marketing.

Findings : 27% of people follow their favourite brands just because you like those
brands. 57% are very keen to know about their new offerings while 17% follow to
know how well they arein marketing.

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 5)CONCLUSION

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 the order of the
day to be present in social media. Therefore this report recommends all kind of businesses-
small 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 Instagram,
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. This does not mean that companies should stop using
traditional media and start using online and social media alone for advertisements. This may
result in disastrous results. Social media is working more as a search engine these days because
people trust people social media platforms rather trusting websites . Hence, an area of interest
is searched on a social media and concerned people are found and communicated with. Social
media marketing creates a positive effect on many business markets such as financial
institutions, travel and tourism businesses, retail businesses, knowledge businesses,
entertainment industry, and so on. Since the process of social media marketing saves money,
time and is highly engaging and interesting social media marketing seems to be the next big
thing to hit the world as a whole. One of the biggest advantages of social media marketing as
opposed to traditional advertising is that potential customers can be precisely targeted. For
example, in Instagram , if a person species that his area of interest is interior designing; his
account would have advertisements of interior designers on it. Thus, it doesn’t seem to be a
hassle for the customer because they would definitely want to see those advertisements. As for
the pay-per-click, he/she needs to pay only if a person clicks on his/her advertisements.
Thus it is a win-win situation for both the business owner and the customer .Similarly small
business start-ups should utilize the endless opportunities provided by social media sites such
as Facebook, Instagram, Twitter and LinkedIn. The biggest advantage for small business start-
ups is that the amount of money to be spent on advertisements can be massively cut down and

49
brand building can be done effectively. As in LinkedIn which is customisable, more than one
products being sold by the same company can also be marketed. This works perfectly for B2B
clients who cater to more than one product from the same verticals. In fact social media sites
themselves are changing at a fast pace to keep up q25with the marketing trend that is present
today. Though LinkedIn was started for professional networking, it has added much
functionality recently which makes it an attractive platformfor business development.
Likewise although Instagram is considered as a medium for personal space, it is changing at a
rapid pace to cater to the needs of businesses as well. More companies are trying to market
their products through Instagram. Twitter is least preferred social networking website used for
business development.
The main reason for this is that Twitter is more demanding in terms of frequent tweets and
more time should be spent on it to respond to customer queries. However, Twitter is also
changing to cater to business development needs. Marketing Week (2012) reports that Twitter
now provides various tools for gauging the impact of promoted tweets. Now brands who want
to advertise on Twitter can customise their advertisements on the basis of what is working
for them. Thus all popular sites are into marketing and it can be seen as a good sign of opening
the horizons for a new way of marketing which cheaper, greener and more effective.

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 6)RECOMMENDATIONS

An important thing to be kept in mind is that when we say one in every seven people are
on instagram , there can be millions of duplicate accounts and almost half of the total number
of accounts is not being accessed every day. This limits the chances of meeting new prospects
and thereby causes a hindrance for generating new business leads. Also still the remaining
people of the world are relying on traditional media which means that we can’t ignore them.
Therefore the best solution is to combine both traditional and social media for marketing. This
will bridge the gap between those people who are active on social media sites and those who
are still relying on traditional media. Companies must be careful in selecting particular adverts
for particular media. A company which sells clothes may have to rely on social media for
advertising their clothes for people of the age group 15-50 whereas they still have to depend
upon traditional advertisements like TV, radio and print media for the rest of the age group
population. Thus effective combination of social media adverts and traditional adverts will
result in better results.

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Why is social media important for your business ?

Even though B2B companies seek to sell products to other businesses, B2B marketing is still
built on human relationships. Social media has long been used to help grow these relationships,
but its importance accelerated last year.Without in-person events, B2B marketers needed an
outlet to connect with prospects and partners. And they found they could do this most
effectively via social platforms.

By using social media, B2B leaders:

1. Build Brand Awareness :

Across different platforms, companies can tell their story, why they provide the services
they offer, and keep audiences updated with customer and employee stories.
If B2B leaders are able to leverage the voice of their employees, they can extend their
brand reach even further. Every employee has a personal network, and each network
has potentially hundreds of contacts. In turn, each of those contacts is connected to
hundreds of other people. When your employees are in deep sync with their networks,
they can achieve a lot, not just on social, but in real life too (e.g., create flyers, send
direct mail, network at events, etc).

2. Generate Leads

Create meaningful conversations and engagement within their target industry by

posting videos, news, data, and interesting trends. Not only do you build credibility
with potential customers, but these strategies can result in gaining leads.

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3. Nurture Leads

Social selling enables sales professionals to build relationships with leads. By

leveraging their thought leadership pieces, social proofing and other content, they can
help potential customers solve problems. In turn, this allows your sales team to build
trust and credibility.

4. Implement Social Listening

Listen to customers and what people are saying about their company. This gives you a
chance to get candid feedback about how others view your brand. It opens a window
into improving the weaker areas of your business while reinforcing aspects that already
resonate with people.

5. Connect Social Posts to Opportunities :

With the right enterprise solution, leaders can drive customer posts to their CRM to
understand customers more fully.

6. Measure Marketing Efforts

Social media platforms and management tools enable you to track key performance
metrics (KPIs). You can even assign a monetary value to organic social media
engagement. Earned media value (EMV) offers an idea of how much organic social
engagement and reach would have cost if you paid in ads.

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7. Build Brand Authenticity

Engaging on social media gives brands the opportunity to build trust with potential
customers, partners and talent/employees. This is especially true if other people are
promoting your brand or products/services to other people. People are almost three
times as likely to trust advice or recommendations from family and friends than official
brand channels.

8. Drive Thought Leadership

Social media is a great way to learn about the problems and interests of people. In turn,
being on social gives brands an opportunity to drive thought leadership by solving
problems. Create how-to guides, webinars and other content to help people and, in
response, people could trust your brand as their source for guidance.

9. Grow Your Audience

In 2021, 4.48 billion people were using social media. Not only does social give you a
window into the largest addressable market online, but it shows you what actual people
talk about or like. Once you learn how to solve this market’s problems with thought
leadership content, you can build an audience that believes in your brand and products
and services.

10. Build a Community

With planning and engagement, you can build an active community around your brand
on social. You can leverage employees and customers alike to generate immediate
Likes and Shares for your content so that it reaches new audiences.

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11. Generate Unique Content at Scale

Social media communities can also be an excellent source of original and thoughtful
content. User-generated content (UGC) and employee-generated content (EGC) can
speak to brands in authentic ways, but they keep your content publishing pipeline flush
with lots of fresh options.

12. Stay Top of Mind With Key People

Spreading thought leadership through social media is a go-to method of meriting the
attention of decision-makers and other top stakeholders. Leverage webinars, ebooks,
one-pagers, podcasts and other content types to solve problems for other people.
If you want to connect and engage with your future customers, you have to be where
they are. And that’s largely on social media.

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 BIBLIOGRAPHY

1. https://prospacetechmedia.com/:

2. www.wikipedia.org:

3. https://www.socialmediatoday.com:

4. https://avivdigital.in:

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