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SUMMER TRAINING PROJECT
REPORT ON
DIGITAL MARKETING
YOUTH4WORK.COM
FOR THE PARTIAL FULFILLMENT OF THE
REQUIREMENT
FOR THE AWARD OF - MASTER OF BUSINESS
ADMINISTRATION
UNDER THE GUIDANCE OF:
Mr .SHUBHAM SWAROOP
MARKETING MANAGER
(YOUTH4WORK.COM)
SUBMITTED BY:
MADHU VERMA
MBA 1st YR
MARKETING
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DEV BHOOMI GROUP OF
INSTITUTIONS
PREFACE
The successful completion of this project was a unique
experience for me & I achieved a better knowledge about
DIGITAL MARKETING & SOCIAL MEDIA
MARKETING . The experience which I got by doing this
project was essential to my future. The information in this
project being submitted by me contains detailed analysis of
the working done by me during my internship.
The marketing was done on the topic- “DIGITAL
MARKETING & SOCIAL MEDIA MARKETING ON
FACEBOOK”
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ACKNOWLEDGEMENT
“Knowledge is an experience gained in life, it is the choicest
possession, which should not be shelved but should be
happily shared with others. It is the supreme art of the
teacher to awaken joy in creative expression and
knowledge.” The success of any project is the result of hard
work & endeavor of not one but many people and this
project is no different. I take this as a prospect to a vow that
it was an achievement to have succeeded in our final project,
which would not have been possible without the guidance of
-
Mr. ARUNI JAIN- (Marketing Leader)
Mr. SHARAD PANWAR- (Human Resource)
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Mr. SHUBHAM SWAROOP- (Marketing Manager)
Mr. ARJUN SINGH RATHORE- (Marketing Faculty)
@DBGI
Finally, I am thankful to my entire YOUTH4WORK.COM
team who has given the full support in teaching how online
marketing is done.
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DECLARATION
I, MADHU VERMA , Roll no- 150080500030 , student of
MBA of DEV BHOOMI GROUP OF INSTITUTION ,
UTU UNIVERSITY, Dehradun, hereby declare that the
project report on “DIGITAL MARKETING & SOCIAL
MEDIA MARKETING” , “at YOUTH4WORK.COM. A
Business and Career networking site is an original and
authenticated work done by me. The project was of 45 days
duration and was completed between 20th JUNE to 29th
JULY 2016.
MADHU VERMA
MBA (2015 -2017)
Date:- 20th JUNE - 29th JULY 2016
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SUMMARY
DIGITAL MARKETING refers to the process of gaining
website traffic or attention through social media sites. Indian
marketers are moving at a fast speed to tap the ‘new normal’
opportunity. Social media has gone mainstream. And for
businesses it represents an unprecedented marketing
opportunity that transcends traditional middlemen and
connects companies directly with customers. Customer
acquisitions remain to be the prime goal of Indian marketers
(59%). According to leading marketers of India, the top
three online investment channels for 2015 are Social media,
Email marketing and Search marketing. 52% of the top
marketers said that it is extremely important to integrate
email marketing and social media. This is why nearly every
business on the planet is exploring digital marketing
initiatives . The focus of marketers is shifting from ‘sending
the message out’ to ‘start engaging with customers’. In
this context, the role of a marketer is changing from ‘batch
and blast’ processing to creating ‘listening posts’ and
‘dialogue hubs’ in customer communities. A shift from
isolated pure play traditional platforms to an integrated
multi-channel approach is helping the marketers address the
challenge of new consumers’ expectations across many
devices and channels. Indian marketers are leveraging the
power of various communication channels and technologies-
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be it Email, SMS or Social Media in their portfolio. Here
we will see the main trend of digital marketing in India, The
scope of it, The future and will undergo a research to follow
the Customer perception about digital marketing for Brand
Management.
Quick summary of our primary findings:
Marketers place high value on Social Media- A
significant 90% of marketers indicate that social
media is important for their business.
Measurement and integration are top areas marketers
want to master: One third of all social media
marketers want to know how to monitor and measure
the Return on Investment (ROI) of social media
and integrate their social media activities.
Social media marketing takes less time in creating
audience and help invite customers for advertisng
your products .The majority of marketers (80%) are
using social media for 8 hours or more each week,
and more than a third (60%) invest 14 or more hours
weekly.
A significant 77% of marketers plan on increasing
their use of YouTube and video marketing, making it
the top area marketers.
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E-marketing forms the baseline for 86% of marketers
in India.
Promotional communication and newsletters are the
primary users of use of e-Marketing channels in 2010.
Customer acquisition is the largest driver of e-
marketing for 2015
56% of Indian marketers’ invested more than 14% of
their budgets in e-Marketing
72% of Marketers have plans to increase investments
in e-Marketing platform.
After Social media, Email marketing and Search
marketing are the preferred digital channel for 2011.
INDUSTRY OVERVIEW
DIGITAL MARKETING:
Digital Marketing programs usually center on efforts to
create content that attracts attention and encourages readers
to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because
it appears to come from a trusted, third-party source, as
opposed to the brand or company itself. Hence, this form of
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marketing is driven by word-of-mouth, meaning it results in
earned media rather than paid media.
Social media has become a platform that is easily accessible
to anyone with internet access. Increased communication for
organizations fosters brand awareness and often, improved
customer service. Additionally, social media serves as a
relatively inexpensive platform for organizations to
implement marketing campaigns.
-Social media marketing tools:
Besides research tools, various companies provide
specialized platforms and tools for social media marketing:
Social media measurement
Social media
Blog marketing
Validation
Different Methods of Social Media Marketing
Social network marketing is popularly called as Internet
marketing. Today you can find many ways for internet
marketing. Many people who enter this online marketing are
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less worried because of its guaranteed success. If you see in
Internet totally all types of products has been marketed
online without much effort. Internet attracts many business
people to promote their business online. Social network
marketing is grown to such a height that today many people
can't earn without it.
Some of the most recognized network marketing tools are
Facebook, Gmail, Instagram and LinkedIn. Twitter
became regular place for people who have newly entered the
field of social network marketing.
1. Blogging: When you start Blogging or posting your data
about any product, you can see less response from clients.
Later it will become big business via blog. Websites and
blogs are most powerful tools for social network marketing
when matched with other networking tools. Blog is an
amazing tool which provides many other facilities in
addition to just marketing your business. It also helps you to
communicate with other clients in case if you have any
problems.
2. Personal website or blog: It is important to have private
website if you are a freelancer(self-employed). Your website
will help your clients to know about you and it will make
them clear that you are a serious freelance marketer and help
to make huge revenue via online marketing.
3. Article selling: It is also best and cheap internet
marketing method. It is a mode of advertising our trade just
by writing articles and attracting endless number of users
across world. We usually sell our articles to different article
database websites and article directories. Today it provided
free business to many advertisers and publishers and they
are really benefited through their articles.
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4. Email sending: Electronic mail sending is the best way to
marketing. Collect list of email addresses through portfolio
websites and email about your business to all internet users.
Your Email should be attractive in such a way that your
recipient will be impressed to get back to you.
5. Use social networking websites: Social networking
websites like Twitter, facebook can be used to promote your
sales. These provide best platform for all who are thinking
of online marketing.
6. Video promotion: Use several video distribution
websites for your marketing. These websites uploads your
service to the whole world. All that you need to do is film a
video about marketing and send it to video uploading sites
like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested
in view videos rather than word form of advertisement.
7. Press Release or media release: It attracts several public
clients and increases relationship among them.
8. Search Engine Optimization: It improves the traffic to
your website by providing quality web content.
Social networking websites and blogs:
Social networking websites allow individuals to interact
with one another and build relationships. When products or
companies join those sites, people can interact with the
product or company. That interaction feels personal to users
because of their previous experiences with social networking
site interaction
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Social networking sites and blogs allow individual followers
to “retweet” or “repost” comments made by the product
being promoted. By repeating the message, all of the user’s
connections are able to see the message, therefore reaching
more people. Social networking sites act as word of mouth.
Because the information about the product is being put out
there and is getting repeated, more traffic is brought to the
product/company.
Through social networking sites, products/companies can
have conversations and interactions with individual
followers. This personal interaction can instill a feeling of
loyalty into followers and potential customers. Also, by
choosing whom to follow on these sites, products can reach
a very narrow target audience.
Engagement
In the context of the social web, engagement means that
customers and stakeholders are participants rather than
viewers. Social media in business allows anyone and
everyone to express and share an opinion or idea somewhere
along the business’s path to market. Each participating
customer becomes part of the marketing department, as
other customers read their comments or reviews. The
engagement process is then fundamental to successful social
media marketing.
General Social Networking Statistics:
75% of adults worldwide now use social media
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Social networking is most popular online activity, with
48% of time online spent on channels like Facebook,
Twitter and Pinterest
65% of the world’s top companies have an active
Twitter profile
90% of marketers use social media channels for
business, with 93% of these rating social tools as
“important”
43% of marketers have noticed an improvement in
sales due to social campaigns.
72% of marketers who have worked in social media
for three or more years said that they saw a boost in
turnover due to social channels (the longer you’re
working in it the better you get)
91% of experienced social marketers see improved
website traffic due to social media campaigns and 79%
are generating more quality leads.
The average time spent by marketers on social media
is 18 hrs per week for those just getting started and 45
hours per week for those with 3+ years of experience.
The most popular social networking tool for marketing
is Facebook – being used by 92%, followed by Twitter
(84%), LinkedIn (71%) and blogs (68%)
LinkedIn & Facebook is 4X better than Twitter.
Only 45% of marketers are actively monitoring social
media ROI
Only 30% of businesses have a dedicated social media
manager
33% of Fortune 500 companies have a public-facing
corporate blog
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68% of Fortune 500 companies have an active
corporate Facebook account, 62% have an active
corporate Twitter account
57% of customers are somewhat likely to purchase
from a brand that they follow or like.
Indian Market:
India’s Internet economy has reached Rs. 10.8 trillion
in 2016, as the country’s growth rate in this segment
is far ahead of many of the developing nations,
reported by BCG.
According to BCG, the India Internet economy
contributed to 3.2 trillion rupees to the overall
economy in 2010, 4.1% of the country’s GDP, &
could triple in 4 years’ time.
More than 39 million Internet users who form 86% of
the total Internet audience, visited social networking
sites in July 2015.
The total Indian social networking audience grew 43
percent in the past year, more than tripling the rate of
growth of the total Internet audience in India.
India now ranks as the seventh largest market
worldwide for social networking India is adding
Internet users at the rate of almost 5-7 million a
month, and at the current pace it will surpass the US,
which has about 245 million users, in less than two
years.
Active user base per month in India is close to 30
Million marks which is still a pretty large market but
not as big as portrayed by some consultants.
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India has close to 10 million online shoppers and is
growing at an estimated 30%.
There are more Internet users in towns with a
population of less than 5 lakh than in the top eight
metros put together.
“About 2 billion people worldwide access the Internet
and 25% of them are from China. India contributes
about 6% to the world's Net population and the US
12.5%.
The survey found that more than 75% of Internet
usage is among school- and college-going students
and those who have recently graduated.
Mumbai has the highest number of Internet users (6.2
million) followed by Delhi/NCR (5 million), Kolkata
(2.4 million) and Chennai (2.2 million).
The percentage of companies using social media in
top 5 markets is:
China: 82%
USA: 71%
India: 70%
Brazil: 68%
Canada: 51%
E-Marketer estimates advertisers will spend $3.63 billion
in the US and over $4 billion more in the rest of the
world on social networking sites this year. And that’s just
paid ad spending. When the Association of National
Advertisers (ANA) surveyed US marketers this year,
90% said they were using social networks for their
efforts—about even with last year, at 89%. While this
percentage has risen dramatically since 2007, when just
20% of marketers used social media, growth has
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plateaued—and shifted to other new digital media
platforms instead.
COMPANY OVERVIEW
YOUTH4WORK.COM is a self -
assesement talent Career networking site. Professionals can
use the network to enhance their career prospects, discover
business opportunities, build relationships with new contacts
and create their effective online identities.
The idea was incepted by serial entrepreneur Mr. Rachit Jain
in the year 2011 when social networking was native. The
aim was to connect the youth of India and make the
connectivity and networking worthwhile for them. The need
and importance of a professional network for the youth was
realized with the launch of Youth4work.
Youth4work is an exciting and innovative people search
platform where
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Key Offerings of Youth4Work.com:
• Active professional networking
• Individual & Brand - Promotion and Advertisement
• Participation in Questions and Answers sessions
• Discussions in Communities
• Head hunting/Hiring
• Career opportunities
• Business and Career networking
Summer Internship Project In
Youth4Work.com:-
I did my summer internship in Youth4work.com as a
digital marketing intern. I was assigned the task of
social media marketing and content writing in
youth4work.
In digital marketing it is said that content is king
because it is the content which helps in SEO and
improving the rank of your website. So my work
involved:
Wrote the content for more than 150
examinations in first 10 days of my internship
keeping in my mind that the content I am writing
is authentic and not plagiarism.
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Work in coordination with the SEO team while
writing the content that to with Keyword density.
I also worked on E-mail marketing for the company
wherein I was provided with the list of Emails and I
used to send them emails regarding various discount
offers on the courses on youth4work.
Now coming on the other aspect of my internship I was
involved in social media marketing in particular
Facebook (managing adverts). Wherein I performed
the following task:
Created campaigns for more than 150
examinations on Facebook adverts.
Created more than 500 images or advert sets
of various examinations that to be used in our
Facebook campaign.
Created more the 200 ads of various
examinations for the Android Application and
then campaigning on Facebook so that
audience can be diverted towards our android
App.
Was also involved in bidding the amount on
various campaigns that is how much to be
spent for a particular campaign on Facebook
and how much to spent for a click on our ads.
Was also involved in tracking the ads which is
bringing more traffic to our website and hence
increasing the bidding amount for that so that
more audience could be reached.
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Towards, the end of my internship I performed a
research work on social media marketing in India.
Wherein I choose the Facebook audience by sending
questionnaire through online to collect the individual
opinion from the respondents. Thesampling size I
choose was 100.Where I talked about the following
aspect of social media:
Usage of internet by the user
Awareness of social networking sites
Number of profiles in social networking sites
Ads in different social networking sites
Exposure of different kinds of ads
Accessibilityof ads
Brand communication that attracts the users
Impact of communication
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ABOUT THE FOUNDER & CEO:
Mr. Rachit Jain is the Founder and CEO of JAGbros
CONSULTANTS PVT. LTD under which comes the
YOUTH4WORK.COM which is a unique talent platform.
With over 10 years of experience in technology and
management . Rachit Sir has been instrumental in building
the company that empowers people to assess and identify
their own talents, improve their skills and showcase
themselves .He holds a B.tech in manufacturing from the
National Institute of Foundary and Forge Technology. He
began his career in 2006 with Mahindra Automotive in
Mumbai where is hard work and leading performance
helped him take a lead of start-up venture by Mahindra
called Mahindra first choice.
A man in his 30’s with gleaming eyes that carry a vision far-
fetched and a smile that enforces the determination and
courage to tread the unconventional path. Rachit Jain,
founder of Youth4work.com set out, leaving behind a
comfortable corporate job to start his own business. A
creator as the name goes , Rachit Sir saw the need to address
the job dissatisfaction that many people have. He saw the
vision of creating a platform that helps youth identity,
showcase their talents to find the right kind of job. With a
vision to create a platform that serves the youth and the will
to go ahead inspite of all the hurdles that come in the way
his work is slowly but surely generating a lot of attention.
Mr. Rachit Jain created a web platform which proceeds
students with opportunity to work on company projects.
They can work as a freelancer or find an internship.
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Departments of the Company:
- Administration
- IT
- Finance
- Marketing
- HR
Organization Vision:
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To be the most accepted and in vogue professional network
in India. To evolve the processes of hiring, being hired &
Career networking..
Organization Culture:
The Company believes in an open system where one has
ample opportunities to grow along with organization.
We believe in working as a group rather than an individual
towards the attainment of the goals.
Youth4Work.com –Achievements:
• Fast paced growth in a short span
• Youth4Work is trying to get placed in the sector of
Career networking site
• 10 lakhs users world-wide.
• A continuous effort towards success
• An attitude to remain grounded
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STRATEGIES DEVELOPED AND EXECUTED
DURING THE PROJECT
Technical:
1. Company PAGES for all the companies joining
Youth4work.com so that they can let the jobseekers and new
incoming network people to know about their company and
its details without going on any other websites. Face book
also has this pages option and its very successful to
commercialize and create awareness about the company, let
it be a small or big company.
2. To increase the FONT SIZE (Personal UPDATE), of
all the major part of the website and introduce more
COLOURS (Search bar) on it, so that it can make the site
look more attractive.
3. To give statistics of how many people have checked
the profiles and visited their content.
4. Up gradation of Free SMS service.
5. In the reference format, There is an option of “Name
“which will be better if there is a drop down box from which
people can choose the name in case they are not able to
remember the exact name and they just know the 1st letter of
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the name, it just makes the whole search lot more easier and
gives more options for recommendation while going through
the drop down box.
6. To help the users know where they lie related to their
talents they are good at, and that can be checked on the basis
of the talent board as well through the statistics that help
them in finding out their ranks that is worldwide.
7. Telecom services like telephonic calling takes place to
interact with the new corporates company or institutes , to
bring more users and to hire people on the basis of their
work and talents they have mentioned on their profile on
Youth4Work.com.
Promotional:
1. YouTube channel - By Maintaining and posting
comments as well as sharing internship videos.
2. Social media marketing- Facebook , Twitter ,
Google , LinkedIn , Yahoo.
3. App commercial-4.4 android version of software can
help download the app.
4. Insiders group.
5. Recruiters interview.
6. Promotion in Technical and Educational
institutions: (Greater Noida, Faridabad, Gurgaon,
Delhi).Visited more than 150 institutes during Internship.
7. Convincing the faculties to open up account in
Youth4Work.com so that students can connect them there.
8. Brand Ambassador : Competition with rewards
(business party, certificate) and measure(keyword tracking).
9. Job Event : Sponsored and hosted by
Youth4Work.com where all the interested people can look
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for job opportunities , career making, and can increase their
ability for competitive exams.
10. During college fest, sponsoring, hosting small
workshops on online social media, or professional network
by our own marketing team, with minimal cost.
11. Online forums (Wikipedia) and discussions which
should have content of youth4work.com
CONTENT ANALYSIS
In content analysis, the following three popular social
networking sites were selected to find the effective brand
communication among its users
(Face book, Twitter).
ADVERTISEMENT IN FACEBOOK
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through facebook, they contact facebook and create a facebook
ADVERT ACCOUNT, the owner of the company named RACHIT JAIN
whose account is brought up in the use for making advertisements,
being the owner he will be the one to manage the expenses..
FACEBOOK ADVERTISEMENT IS DONE IN
THE FOLLOWING WAYS:-
1) Creating FACEBOOK ADVERT ACCOUNT as
presented in the image above. There are two
accounts active, one is the CEO and the other is
the one who signs up her facebook account, and
promotes promotions, this will tell who has done
the work.
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2) After creating accounts, RACHIT’S account has
brought into use.
We have to CREATE ADVERT that is mentioned
on the right hand side in the green bar. Creating
advert further involves 2 steps:-
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(B) Sending people to your websites involves trafficking
or selecting audience who will visit the post. After
creating the name of the campaign, eg- LAW, this exam
has further 2 sub sets- LSAT & CLAT
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Edit the advert set name, the next step is the set the
BUDGET i.e. 40rs per day will be deducted for the
advertisement.
On the extreme right hand side, already 4 adverts has
been made that includes the animated images that we has
to prepare that should come under a sixe criteria that
should be 25% of the texted graphic images.
Here CAMPAIGN NAME stands for LAW.
ADVERTS stands for 4 images under advert set name.
i.e. CLAT & LSAT.
TP know what contains on the 4 ADVERTS,
We click it to review whether the images are posted or
not.
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(C) Clicking on all the 4 ADVERTS, provides the
following updated images of:-
CLAT CRACK EXAM
CLAT EXAM BHAI PADHLE
CLAT MOBILE
CLAT OLD IMAGE
The other sub setnamed LSAT, all 4 adverts are
mentioned below in the image, that includes:-
LSAT BHAI PADHLE
LSAT EXAM CRACK
LSAT ABOVE SHOULDER
LSAT OLD IMAGE
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On the little left comes the DESTINATIONofthe
advertisement ,i.e. where the advertisementis going to
be advertised. YOUTH4WORKfb page is linked to it..
what all we work on the facebook adverts ,pastesonthe
face-book page as-
(D) Appearance of the advertisementin the facebook-
users news feed- on the right hand side, its how the
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advertisement appears to be. The like bar & the SIGN
UP bar is presented by the CALL OF ACTION on the
left side of the image.
For TRACKING utm-source code is used. This codeis
attached to a custom Url in order to track a source, medium
or campaign.
Tracking of all facebook pixel is done in order to report conversions,
build audiences and get rich insights about how people use your
website.
(E) CAMPAIGNS CREATED-
All the campaign’s are active ,that shows they are published and
active on facebook.
DELIVERY BAR shows that the campaign are active and
published on facebook.
RESULT BAR shows that per campaign how many clicks are
reached.
REACH BAR shows that this advertisement has reached to how
many people.
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COST BAR shows how much amount is deducted per click
on the website.
AMOUNT BAR shows how much amount or money spent
during the advertisement of fb adverts.
ENDS BAR shows that the activity is on use, never ending
process.
(2)
