SUMMER TRAINING REPORT ON

“How I used social media to grow the business and analysis of different types of
posts” Undertaken at
“EXPLORERS’ ( Travel and tours)

Submitted in partial fulfilment of the requirements for the award of the degree
of

BACHELOR OF BUSINESS
ADMINISTRATION By Riya Jain
07429801722

Vivekananda Institute of Professional studies Guru Gobind Singh

Indraprastha University, Delhi

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 TABLE OF CONTENTS
TOPIC PAGE
NO.
Certificate 2
Summer Training Appraisal 3
Acknowledgement 4
Executive Summary 5
Chapter 1 - Introduction 8-9
Chapter 2 – Literature Review 10-17
Chapter 3 –travelSector In India 18-24
Chapter 4 – Organisational Overview 25-28
Chapter 5 – Job Description 29-32
Chapter 6 – Social Media Marketing And Growth 33-42
Chapter 7 – Recommendation And Growth 43-45
Chapter 8 – References 46-47

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 ACKNOWLEDGEMENT

To Whom It May Concern

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I Riya Jain, Enrolment No. 07429801722 from BBA-V Sem of the Vivekananda Institute
of Professional Studies, Delhi hereby declare that the Summer
Training Report (BBA 311) entitled “How I used social media to grow the business
and analysis of different types of posts” at “Explorers’” is an original work and the
same has not been submitted to any other Institute for the award of any other degree. A
presentation of the Summer Training Report was made on 24th October 2024 and the
suggestions as approved by the faculty were duly incorporated.

Date: 30 October 2024

Signature of the Student:

Certified that the Summer Training Report submitted in partial fulfillment of Bachelor of
Business Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi by
Riya Jain, Enrolment No. 07429801722 has been completed under my guidance and is
Satisfactory.

Date: 30 October 2024

Signature of the Guide Name of the Guide:

Designation:

Executive Summary

Key Objectives:

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The overarching objective of the summer internship project was to actively contribute to the
dynamic landscape of digital content creation. The key focus was on undertaking diverse
roles, including managing shoots, optimizing reels, and participating in major events.
Through these roles, the aim was to drive brand growth, enhance subscriber engagement, and
establish a meaningful online presence.

Skill Developments:
The internship provided a rich ground for skill development, emphasizing creativity,
adaptability, and dedication in the multifaceted realm of content creation. Active
involvement in marketing honed project management skills, while optimizing reels
showcased proficiency in leveraging emerging trends. The experience cultivated a versatile
skill set crucial for navigating the evolving digital landscape.

Achievements:
Significant achievements marked the project, with a substantial increase in followers on
Instagram. Also increasing sales by marketing it on the target audience and increasing brand
loyalty by customer after sale services. These achievements not only solidified the brand's
online presence but also demonstrated adaptability to dynamic challenges and industry
trends.

Recommendations:
To further elevate future endeavours, strategic recommendations are proposed. These include
the implementation of comprehensive audience engagement plans, optimization of the
content calendar for consistency and diversity, strengthening social listening practices for
trend alignment, and the utilization of localization strategies for a more diverse audience
appeal. Augmented collaboration initiatives, data-driven decision-making, user-generated
content integration, and strategic expansion to emerging platforms are also recommended to
enhance overall brand visibility and resonance.

Conclusion:
In conclusion, the summer internship project stands as a transformative journey, marked by
notable achievements and impactful contributions to the digital content creation landscape.
The multifaceted experiences, tangible outcomes, and forward-looking recommendations

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position the project as a pivotal contribution to the brand's growth and impact in the
everevolving digital landscape. The lessons learned and skills developed during the
internship provide a robust foundation for exploring new opportunities and refining
strategies for continued success in the dynamic digital content creation domain.

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 CHAPTER – 1
INTRODUCTION

1.1 Introduction
1.1.1 Meaning of concept

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Navigating the dynamic landscape of social media marketing within the context of
travel brands in India, the summer internship project unfolds as a compelling
exploration of strategic content creation, brand resonance, and digital engagement.
Grounded in the broader objectives of contributing to brand growth and impact, this
project strategically amalgamates diverse roles—ranging from shoot management to
reel optimization—with a focus on enhancing subscriber engagement and fostering a
profound online presence.

In the vibrant tapestry of India's digital landscape, travel brands have become integral
players, shaping trends, influencing consumer choices, and establishing a unique
brand identity. This project delves into the intersection of content creation, brand
representation, and the evolving expectations of the Indian audience in the context of
travel brands.

As we embark on this report, the narrative will unfold with insights drawn from social
media marketing strategies, highlighting the nuanced approach undertaken to connect
with the target audience, amplify brand messaging, and stay relevant amidst the ever-
changing social media dynamics. Additionally, within the Indian market, travel brands
occupy a pivotal space, resonating with diverse demographics, reflecting cultural
nuances, and evolving with the pulse of contemporary consumer preferences.

The subsequent sections will delve into the intricacies of undertaken roles, skill
developments, achievements, and recommendations, offering a comprehensive
understanding of the symbiotic relationship between social media marketing, travel
brands, and the transformative journey encapsulated in this summer internship project.

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1.1.2 Rationale for Choosing the Topic

1. Relevance of Social Media in Business: Social media has transformed the way businesses
engage with customers. Understanding its role in marketing strategies is crucial for modern
businesses aiming to thrive in a digital-first world.

2. Impact on Brand Awareness and Sales: Analyzing how different types of posts—such as
promotional content, user-generated content, and educational posts—affect engagement and
reach can provide insights into their direct impact on sales.

3. Data-Driven Decision Making: By examining the effectiveness of various posting

strategies, businesses can adopt a more data-driven approach to their marketing efforts,
optimizing their content to better resonate with their audience.

4. Diverse Audience Engagement: Different demographics engage with content in varied

ways. An analysis of post types allows businesses to tailor their strategies to target specific
audience segments more effectively.

5. Adaptability of Strategies: Social media trends change rapidly. Understanding which types
of posts perform well can help businesses remain agile and adapt their marketing strategies in
real time.

6. Measurable Outcomes: Social media provides a wealth of analytics tools that can help
track the success of different types of posts. This allows for continuous improvement based
on measurable outcomes.

Conclusion

Overall, exploring how social media marketing can be leveraged to grow a business not only
highlights its importance but also provides practical insights into effective content strategies.
This analysis can serve as a valuable resource for entrepreneurs and marketers seeking to
enhance their online presence and drive sales through informed decision-making.

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1.2 OBJECTIVES

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1.3 SCOPE OF STUDY

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1.4 COMPANY PROFILE
INTRODUCTION

Explorers’ , is a tours and travel brand. We build content and experiences for the audience to
see and buy our packages for tours. With a belief in the philosophy of “Newhood”, we
continue to move forward and reshape the concept of travel by driving conversations that no-
one else would dare to!
Their specialities are - Online Media, Content Creation, Marketing, tours.

Industry - Tours and Travel

Company size - 20-50 exployees
Headquarters - Delhi
Founded – 2020
Website - https://www.explorerss.in/our-team

We connect with millions of students across topics that help them take the trip of their
dreams. We operate at the unique nexus of content, community and commerce.

Explorers’ also create content which is authentic and relatable for the audience.
They have 17.8K followers on Instagram.

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1.5 INDUSTRY PROFILE

Travel Brands in India: A Comprehensive Overview

Introduction
The travel sector in India has witnessed a remarkable transformation over the years, reflecting
the dynamic cultural, economic, and social landscape of the country.travel brands are not just
about tours; they represent an amalgamation of aspirations, values, and cultural nuances that
resonate with a diverse consumer base.
Market Dynamics
1. Diversity and Cultural Sensitivity
India's rich cultural diversity plays a pivotal role in shaping the landscape of travel brands.
Successful brands understand the importance of tailoring their offerings to cater to the varied
tastes, preferences, and cultural sensitivities of different regions. Whether it's the vibrant
colours of festivals or the elegance of traditional attire, travel brands in India seamlessly
integrate cultural elements into their products and marketing strategies.
2. Technology Integration
Travel brands in India are not confined to traditional sectors; many have ventured into the
technology space. The fusion of travel and technology is evident. This intersection caters to
the modern consumer's desire for seamless integration of technology into their daily lives.
Branding and Marketing Strategies
1. Digital Presence and Influencer Marketing
In the digital age,travelbrands leverage online platforms and influencer marketing to connect
with their target audience. Social media influencers play a pivotal role in shaping consumer
perceptions and creating a narrative that aligns with the brand's ethos. The visual appeal of
platforms like Instagram and the reach of platforms like Facebook are harnessed to create a
compelling online presence.
2. Celebrity Collaborations
Collaborations with celebrities and influencers are common strategies employed
bytravelbrands. By associating with popular figures, brands not only enhance their reach but
also tap into the aspirational aspect of celebrity lifestyles. This synergy creates a powerful
marketing tool that goes beyond traditional advertising.
3. Experiential Retail
Creating immersive retail experiences is a key focus for manytravelbrands. Flagship stores
are designed to be more than just shopping destinations; they are curated spaces that offer a
sensory experience. Pop-up events, interactive displays, and in-store events contribute to
engaging consumers beyond the transactional aspect.

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Emerging Trends
1. Customization and Personalization
The desire for individualism has led to the rise of customization and personalization
services.travelbrands offer consumers the ability to tailor products according to their
preferences, fostering a sense of exclusivity and personal connection.
2. Inclusivity and Diversity
In response to the evolving social landscape,travelbrands are increasingly adopting inclusive
marketing strategies. Representation of diverse ethnicities, body types, and lifestyles is
becoming a norm, resonating with consumers who seek brands that celebrate diversity.
3. Sustainability and Ethical Practices
The awareness of environmental issues and ethical considerations has prompted
manytravelbrands to adopt sustainable and ethical business practices. From using eco-
friendly materials to supporting fair trade, brands are aligning themselves with consumer
values related to responsible consumption.

Challenges and Opportunities

1. Rapid Innovation and Adaptation
The fast-paced nature of consumer trends poses a challenge fortravelbrands. Staying ahead
requires rapid innovation, be it in product design, features, or marketing strategies. Agility is
crucial for brands aiming to remain relevant in a constantly evolving market.

2. E-commerce Dominance
While e-commerce has opened up new avenues for growth, it also presents challenges for
traditional brick-and-mortar retailers.travelbrands must strike a balance between online and
offline strategies to cater to diverse consumer preferences and shopping habits.
3. Brand Authenticity
Maintaining authenticity in the face of commercialization is a delicate balancing act.
Consumers, particularly the younger demographic, value authenticity and are quick to discern
when a brand's messaging is insincere. Building and preserving brand authenticity is a
continual challenge in thetravelsector.

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How to run your travel business in India?
Running a travel brand business in India requires a thoughtful approach that considers the
diverse cultural, economic, and social aspects of the country. Here are key steps and strategies
to establish and operate a successfultravelbrand in India:
1. Market Research:
Conduct thorough market research to understand the preferences, behaviors, and aspirations
of the Indian consumer. Recognize the cultural diversity and regional variations that
influencetravelchoices.

2. Identify Your Niche:

Define the specific niche or segment within thetravelindustry that your brand will target.
Whether it's fashion, wellness, technology, or a combination, clarity on your niche will guide
your product offerings and marketing strategies.
3. Cultural Sensitivity:
Be culturally sensitive in your product design, marketing, and messaging. Adapt your
offerings to resonate with diverse cultural backgrounds, and avoid anything that may be
perceived as insensitive or inappropriate.

4. Online Presence:
Establish a strong online presence. Create an appealing and user-friendly website or partner
with e-commerce platforms to reach a wide audience. Leverage social media for marketing
and engagement, considering the popularity of platforms like Instagram, Facebook, and
Twitter.

5. Localization:
Localize your offerings to cater to regional tastes and preferences. This may involve
variations in product design, sizes, or even collaborating with local artisans and designers to
incorporate traditional elements.

6. Quality and Innovation:

Emphasize the quality of your products. Indian consumers appreciate value for money, and
combining quality with innovative features or designs can set your brand apart in a
competitive market.

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7. Influencer Collaborations:
Collaborate with local influencers and celebrities. Influencer marketing is a powerful tool in
India, and partnering with individuals who align with your brand can help increase visibility
and credibility.

8. Affordability and Value:

Price your products competitively. While offering premium products is essential for some
segments, ensuring affordability and providing perceived value for money is crucial for a
broader reach.

9. Customer Engagement:
Foster customer engagement through personalized experiences. Implement loyalty programs,
respond promptly to customer queries, and gather feedback to continually improve your
offerings.

10. CSR Initiatives:

Consider Corporate Social Responsibility (CSR) initiatives. Demonstrating a commitment to
social and environmental causes can enhance your brand image and resonate positively with
socially conscious consumers.

11. Adaptability:
Stay adaptable to changing trends. Thetravelindustry is dynamic, and the ability to quickly
adapt to emerging trends and consumer preferences is key to long-term success.

12. Regulatory Compliance:

Ensure compliance with local regulations and legal requirements. Understand tax
implications, intellectual property laws, and any industry-specific regulations that may impact
your business.

13. Supply Chain Management:

Establish a robust supply chain. Timely and efficient production, distribution, and logistics
are critical to meeting consumer demands and maintaining a positive brand image.

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14. Brand Storytelling:
Develop a compelling brand narrative. Share the story behind your brand, values, and the
unique aspects of your products. Engaging storytelling can create emotional connections with
consumers.

15. Continuous Improvement:

Continuously analyse performance metrics, customer feedback, and market trends. Use this
information to iterate and improve your products, services, and marketing strategies.
By incorporating these strategies and maintaining a keen understanding of the Indian
consumer landscape, you can build and sustain a successfultravelbrand business in India.
Adaptability, cultural sensitivity, and a commitment to quality and innovation will be key
factors in your brand's growth and success.

Conclusion
Thetravelbrand sector in India is a vibrant tapestry that weaves together tradition and
modernity, diversity and inclusivity, and aspiration and authenticity. As consumer preferences
continue to evolve,travelbrands find themselves at the intersection of cultural dynamics and
market trends. Navigating this complex landscape requires a deep understanding of the
diverse Indian consumer base and a commitment to innovation and genuine connection. The
future holds exciting possibilities fortravelbrands that can seamlessly blend tradition with the
contemporary, creating a narrative that resonates with the ever-changing aspirations of the
Indian populace.

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 CHAPTER II
REVIEW OF
LITERATURE

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Social media is a phenomenon that has become an important aspect in marketing mix and is
revolutionizing the way companies interact with their customers. Thus it has become almost
mandatory for every business either small or large to mark its social media presence if it
wants to gain customer trust, establish expertise, and meet potential customers. It‟s simply
not enough to have social media sites up for the business; without a clear strategy for social
media use. The business will have to struggle to get the customer engagement levels and
increased sales. Social media marketing strategy usually emphasize on efforts to create
content that attracts attention and encourages users to share it with their social networks.

CONCEPT OF SOCIAL MEDIA MARKETING.

Social media marketing consists of an attempt to use social media to persuade consumers that
one's company, products and/or services are worthwhile. It is marketing using online
communities, social networks, blog marketing and more. Social Media Marketing is the
process of reaching prospects and customers, and acquiring traffic and visibility through
social media sites such as Facebook, Twitter, LinkedIn and many others. Social media
networks were relatively unheard of, businesses still preferred to market their goods through
physical media such as billboards, pamphlets and direct mail.
With past decade, social media has taken the world by storm, online marketing replaced
physical traditional marketing mediums, and is now replaced by Twitter, Facebook, Pinterest
and other social networks. Social media marketing is not merely about hitting the front page
of Digg or any other social news website. It is a strategic and methodical process to establish
the company‟s influence, reputation and brand within communities of potential customers,
readers or supporters. Social media marketing refers to the process of gaining website traffic
or attention through social media sites. Social media marketing programs usually center on
efforts to create content that attracts attention and encourages readers to share it with their
social networks.
The resulting electronic word of mouth (eWoM) refers to any statement consumers share via
the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event,
product, service, brand or company. When the underlying 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, this form of marketing results in earned media rather
than paid media. A basic definition of social media marketing is “using social media channels
to promote your company and its products” (Barefoot & Szabo, 2010, p. 13).
An expanded definition is “a process that empowers individuals to promote their websites,
products, or services through online social channels and to communicate with and tap into a
much larger community that may not have been available via traditional advertising
channels” (Weinberg, 2009, p. 3). The communication with a community is highlighted
above. Hunt (2009) also emphasis that social media marketing is synonymous with
community marketing. Lazer and Kelly‟s (1973) define social marketing as "concerned with
the application of marketing knowledge, concepts, and techniques to enhance social as well
as economic ends. It is also concerned with the analysis of the social consequences of
marketing policies, decisions and activities." Social media marketing (SMM) is defined as “a
form of Internet marketing that utilizes social networking websites as a marketing tool. The
goal of SMM is to produce content that users will share with their social network to help a
company increase brand exposure and broaden customer reach,” according to Tech Target.

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Techopedia explains Social Media Marketing (SMM) Social media presence is a necessity for
many customer-driven enterprises as it gives the impression of a more immediate connection
between the customer and the seller. Moreover, campaigns spread through social media are
believed to have more resonance because they are usually discovered through links shared by
trusted sources.
The rich data available through social media can allow advertisers to target their message to
very specific audiences, providing the potential for better results. Thus, Social media
marketing (SMM) refers to techniques that target social networks and applications to spread
brand awareness or promote particular products. Social media marketing campaigns usually
centre around:
• Establishing a social media presence on major platforms
• Creating shareable content and advertorials
• Cultivating customer feedback throughout the campaign through surveys and contests
Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool.
The goal of SMM is to produce content that users will share with their social network to help
a company increase brand exposure and broaden customer reach. Social media marketing is
perceived as a more targeted type of advertising and is therefore believed to be very effective
in creating brand awareness.
REVIEW OF LITERATURE.
Review of literature is a written overview of major writings and other sources on a selected
topic. This provides a critical review of miscellaneous studies, researches, books, scholarly
articles, blogs and all other sources related with social media marketing strategies.

1. Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge

regarding social media marketing strategy by developing a stage model of SMM evaluation
and uncovering the challenges in this process. The research paper has developed a Social
Media Marketing Evaluation framework. This framework has the following six stages:
setting evaluation objectives, identifying key performance indicators (KPIs), identifying
metrics, data collection and analysis, report generation and management decision making.
Moreover, the paper also identifies and discusses challenges associated with each stage of the
framework with a view to better understanding decision making associated with social media
strategies. Two key challenges depicted by the study are the agency-client relationship and
the available social analytics tools.

2. Rodney Graeme Duffett (2017) examines the influence of interactive social media
marketing communications on teenagers‟ cognitive, affective and behavioural attitude
components in South Africa. The paper also studies the impact of a number of additional
factors such as usage (access, length of usage, log-on frequency, log-on duration and profile
update incidence) and demographic (gender, age and population group) variables on young
consumers‟ attitudes toward social media marketing communications. The study ascertained
that social media marketing communications had a positive influence on each attitude
component among adolescents, but on a declining scale, which correlates to the purchase

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funnel model. Thus, this investigation also makes an important contribution to attitudinal
research in developing countries, where there is a lack of research in social media marketing
communications. The practical implication of the study is that the companies and their brands
should consider using and/or adapting their strategies based on the declining impact of social
media marketing communications on the hierarchical attitude stages among young consumers
and the divergent influence on usage and demographic variables when targeting the lucrative
and technologically advanced, but capricious, Generation Z consumers.

3. Priyanka P.V and Padma Srinivasan (2015) in her research study identified various
factors that determine the purchase of a product using social media from a customer's point of
view. A model from the retailer's perspective has been developed that explains how social
media can be used for increasing customer loyalty. The study concludes that continuous
customer support services will result in improvement of customer retention. New applications
and social platforms will flourish and allow even greater personalization and real-time,
location-based engagements in media.

4. In a recent case study by Christopher Ratcliff (2014) on a global organization that

appears to have mastered its social media strategy, Ford. In his blog, he explains how Ford
has included the key success elements in its strategy including customized posts, user
connectivity through tone of voice and perhaps most importantly, a social media team that
reads and responds to every single comment made by followers. However, it is worth noting
that Ford has worked out what works for its own business, and this exact strategy may not
necessarily drive the same achievement for different organizations.

5. Ates Bayazıt Hayta (2013) in their research paper “A study on the of effects of social
media on young consumers' buying behaviours” determines the effects of social media
networks on purchasing behaviours of young consumers. The study results indicate that
social media tools directly affects the purchasing behaviour of consumer, depending upon
their age group and educational status.

6. Benjamin Ach (2013) in their bachelor thesis highlighted the evolution of the
marketing strategies of businesses and more specifically of their communication strategies,
with the important rise of social media influence, which is changing the way people get
informed as well as their purchasing decision process. This research underlined the fact that
businesses, small or big sized, have to get online and to use social media and to adapt their
business models if they want to stay on top of the competition on their markets. The research
is supported by a case study of an Australian internet marketing company, in order to get
valuable insights from internet marketing experts.

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7. Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki and Sarah J. S.
Wilner (2010) reviewed and synthesized extant WOM theory. This article shows how
marketers employing social media marketing methods face a situation of networked
coproduction of narratives. It then presents a study of a marketing campaign in which mobile
phones were seeded with prominent bloggers. Eighty-three blogs were followed for six
months. The findings indicate that this network of communications offers four social media
communication strategies— evaluation, embracing, endorsement, and explanation. Each is
influenced by character narrative, communications forum, communal norms, and the nature
of the marketing promotion. This new narrative model shows that communal WOM does not
simply increase or amplify marketing messages; rather, marketing messages and meanings
are systematically altered in the process of embedding them. The theory has definite,
pragmatic implications for how marketers should plan, target, and leverage WOM and how
scholars should understand WOM in a networked world.
8. Hensel and Deis (2010) have recommended that marketers must consider all possible
avenues to positively use social media to increase advertising and improve marketing. Before
implementing a specific social media strategy, the benefits, drawbacks, and challenges
associated with it must be addressed. The strategy must assist in facilitating the social media
inputs and discussions. In addition, social media strategies should also be used to track a
business presence online, and to make sure that clients are not degrading the branding value.
The Internet-based social media has made it possible for one person to communicate with
hundreds or even thousands of other people about products and the companies that provide
them on web. Thus, the impact of C2C communications has been greatly increased.
9. Edelman (2010) in a study for Harvard Business Review, discusses how the Internet
and social marketing has changed not only the way businesses operate but also how
consumers choose their products. It takes the reader through the funnel metaphor that was
previously being used by marketers to understand how consumers select their products and
how this has moved to a more open-ended approach whereby consumers no longer follow a
methodical approach of selecting products. It stresses how important it is for brands to
connect with consumers and it also studied the consumers' decisions across five different
industries, namely automobile, skincare, insurance, mobile telecommunications and
electronics, across three different continents. Based on the results of the study, it proposed a
four-stage model that focuses on today's consumers using social media for advocating
products and also purchasing based on the reviews and backing received. The research takes
the reader through the entire customer journey and informs businesses what they should not
focus energy and resources on. Providing statistical information about various surveys
enables organizations to identify the key areas they should concentrate on in order to build a
solid brand image online.
10. A comprehensive study conducted by BusinessWeek (2009) discusses social media
hype and the disadvantages that may affect any business. The study illustrates the potential
risks social media marketing poses. If employees waste their time on social networking sites
instead of on productive tasks in the interests of the organization. It also forewarns of
blunders that could have a profound negative impact on the business itself. Providing
evidence of failing of many social media campaigns, the study cites the example of one such
campaign by Saatchi & Saatchi's campaign for Toyota Matrix, which led to a lawsuit of $10
million. The study also states that it is hard to quantify the outcomes that social media
creates, such as trust and loyalty.

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11. Mangold and Faulds (2009) are of the view that social media is a hybrid element of
the promotion mix because in a traditional sense it enables companies to talk to their
customers; while in a nontraditional sense it enables customers to talk directly to one another.
The content, timing, and frequency of the social media-based conversations occurring
between consumers are outside managers‟ direct control. This stands in contrast to the
traditional integrated marketing communications mix whereby a high authority of control is
present. Therefore, managers must learn to shape consumer discussions in a manner that is
consistent with the organization’s mission and performance goals. The purpose of social
networking sites is to facilitate the talks between biggest fans of the organization. Methods by
which this can be accomplished include providing consumers with networking platforms, and
using blogs, social media tools, and promotional tools to engage customers. Providing
information to the consumers regarding product of their company closely bounds the
customer to the company.
12. Russell S. Winer (2008) in his research paper describes the different kinds of new
media which was used by companies to engage customers that is social networking sites like
Facebook, Myspace and You Tube etc. The paper also describes the challenges in social
media marketing from the perspectives of the marketing manager. The paper outlines a
number of issues that need to be resolved by both managers and academics for the new media
to be fully integrated into marketing practice. It also affirms that many companies today are
using some or all of the new media to develop targeted campaigns that reach specific
segments and engage their customers to a much greater extent than traditional media. Study
also shows that the growth of these sites has led to the notion. Importance of Web 2.0 era
where user generated content and discussions can create powerful communities that facilitate
the interactions of people with common interests. But the marketers have been cautious in
using this new medium because of the risk that members of a community will become
offended from an over-commercialization of the site.
13.Gil, Andres and Salinas (2007) suggested that the information provided by a family can
affect the formation of brand equity. A person can receive recommendations to buy certain
brands from a family that influence his action based on the facts how well the family
establishes the contacts with a number of brands used by the family. Consumers often think
of the family as a reliable reference in relation to the purchase of certain products. The study
also reveals that purchase decisions amongst young generation consumers in particular are
influenced by the recommendations of their virtual friends who serve as opinion leaders.
They also refer to the communications on the internet in determining the product’s quality
prior to their purchases.
14.Lempert (2006) says that customers are turning away from the traditional sources of
advertising: radio, television, magazines, and newspapers. Customers also consistently
demand more control over their media consumption. They require on-demand and immediate
access to information at their own convenience. Customers are turning more frequently to
various types of social media to conduct their information searches and to make their
purchasing decisions.
15. Yoo et al. (2000) combine brand awareness and brand association into brand image. They
claimed that exposing customers to a brands information through the WOM sources creates,
modifies and strengthens the relationship between the consumer and the brand, to result in
WOM that impacts their brand association with it. The higher the consumer contact with the
brand, the stronger and more the association will be in the minds of consumers.

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CONCLUSION
Above review of literature shows how social media is slowly becoming an important
marketing tool offering different organizations opportunity to engage with their markets and
to learn about customer’s needs, important segments and profile. However, the implications
are that this is an uncontrolled environment and therefore it requires a robust social media
strategy that also manages the comments posted by consumers whether positive or negative.
As these social network sites can pose a threat as well as an opportunity to companies by
rapidly spreading the views of dissatisfied customer’s comments. Different research papers
discussed above suggests that the peer group online social network effect can potentially
influence purchase decisions because of its viral nature. Therefore, for an effective social
media strategy augmenting it with other traditional media channels like radio, newspaper, or
TV is mandatory. The review also reflects how social media has become an important tool for
marketing and creating brand awareness. In fact, it is foreseen that in the near future there
will be a paradigm shift from traditional advertising to social media platforms.
To conclude an effective social media strategy may include the following process:
1. Clarify the social media goals: Without a clear idea of what we want to accomplish
with social media, it is unlikely to achieve anything at all because all the efforts will be
scattered or aimless. Therefore, a specific, realistic and measurable goal is must. Measurable
goals help to track the business progress towards each goal. Moreover, social media goals
should tie in with the overall sales, marketing and productivity goals.
2. Auditing current social media status: Audit of current social media status requires
figuring out who is currently connecting to via social media, which social media sites the
target market uses and a comparison with the competitor’s strategies.
3. Developing the content strategy: The content strategy should include: a) What type(s)
of content company intend to post and promote via social media? b) How often the content is
posted? c) Who is target audience for each type of content? d) Who will create the content? e)
How will be the content promoted?
4. Use of Analytics to Track Progress checking analytics frequently to see how the
campaign is performing is must. This can be done by using tools such as Facebook Insights
and Google Analytics.
5. Adjusting the strategy as needed: After analysing the current campaign, next step is to
resolve what is working. Then things are revised which are not working. Reflecting the new
understanding, fresh content strategy is rewritten based on the analysis. This is a continuous
step throughout the social media campaign. This way organizations can create some deeper
relationships with customers and draw meaningful insights from the social media data.

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 CHAPTER – IV
JOB DESCRIPTION

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Job title – BUSINESS DEVELOPMENT INTERN
Duration – 6 months
Stipend - 5000/month.

What is a business development intern intern?

A business development intern is an individual, often a student or recent graduate, who works
within an organization to gain practical experience and exposure in a creative field such as
advertising, design, marketing, or content creation. interns contribute to various projects,
collaborating with professionals in the field to learn and apply creative skills. Their
responsibilities may include brainstorming ideas, assisting in the execution of creative
concepts, conducting research, and supporting the creative team in different aspects of their
work. This role provides hands-on experience, allowing interns to develop their creativity and
apply theoretical knowledge in a real-world work environment.

My Roles & Responsibilities

As a intern, your roles and responsibilities may vary based on the specific industry, company,
or creative field you are involved in. However, here are the roles and responsibilities
associated with my business development internship:
Brainstorming and Ideation:

• Contribute creative ideas during brainstorming sessions.

• Collaborate with team members to develop innovative concepts.

Content Creation:

• Assist in creating visual and written content for various platforms.

• Work on design projects, writing assignments, or multimedia content.

Research:

• Conduct research to gather information and insights relevant to creative projects.

• Stay updated on industry trends, competitors, and emerging creative concepts.

Assisting in Campaigns:

• Support the development and execution of marketing or advertising campaigns.

• Contribute to the planning and coordination of creative projects.

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Graphic Design:

• Create or assist in creating graphic design elements for digital or print materials.
• Work with design software and tools to bring creative concepts to life.

Social Media Management:

• Contribute to the planning and scheduling of social media content.

• Monitor social media platforms for trends and engagement opportunities.

Collaboration:

• Collaborate with cross-functional teams, including marketing, communication, and

design teams.
• Seek feedback and integrate suggestions into creative projects.

Assisting in Events:

• Support the planning and execution of events, if applicable.

• Contribute creatively to event themes, visuals, or promotional materials.

Learning and Development:

• Actively seek opportunities to learn new skills and improve existing ones.
• Attend training sessions or workshops to enhance creative capabilities.

Adaptability:

• Be adaptable to different creative tasks and responsibilities.

• Handle multiple projects simultaneously and meet deadlines.

Communication:

• Effectively communicate ideas and concepts to team members.

• Collaborate with other interns and professionals in a positive and constructive manner.

Feedback Incorporation:

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 • Learn to receive constructive feedback and incorporate it into creative work.
• Demonstrate a willingness to iterate and improve based on feedback.

Understanding Brand Guidelines:

• Familiarize yourself with and adhere to the brand guidelines of the organization.
• Ensure consistency in messaging and visual identity.

Problem Solving:

• Develop problem-solving skills, particularly in creative challenges.

• Think critically to overcome obstacles and find innovative solutions.

Direction

• The responsibilities included overseeing the shooting process and ensuring framing
hygiene.
• Additionally, the role involved providing creative inputs to enhance the quality of
long-form videos.

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 CHAPTER – IV
SOCIAL MEDIA MARKETING
AND GROWTH.

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Explorers’ is a tour and travel brand which has many packages of tours to different places.
The brand places a significant emphasis on content that resonates with the audience through
relatability and a down-to-earth approach. Our primary goal revolves around curating
personalised and fun experiences for our customers and creating content that not only
engages but also connects with individuals on a personal and relatable level.

Upon joining as a business development intern my initial assignment entailed the creation of
content specifically designed for the brand's Instagram handle, focusing primarily on reels.
The task involved a clear directive to ensure the content's relatability. The reels, crafted with a
personalized touch, garnered positive engagement and significantly boosted the page's
metrics. Subsequently, a shift in strategy occurred, emphasizing a transition from self-made
reels to a heightened focus on generating high-quality content. This reprogramming directive
aimed to elevate the overall standard of content, aligning with a more refined and curated
approach to meet the evolving expectations of the audience.

Here are the results of engagement through the content I made for the brand’s page.

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Following my initial role as a business development intern, I transitioned into handling the
marketing and sales, bringing with it a multifaceted array of responsibilities that
encompassed the holistic management of operations related to the field. In this capacity:

Shoot Coordination:
My primary role involved the orchestration of shoots, requiring seamless coordination with
the cameraman, sound engineer, lighting technician, and support staff. The goal was to ensure
a smooth and efficient filming process.

Talent Management:
With a focus on maintaining a natural and unscripted feel in our videos, I took charge of
managing on-screen talents. This encompassed overseeing adherence to talking points,
fostering a genuine and engaging on-camera presence.

Research and Content Preparation:

A pivotal aspect of my role included conducting in-depth research on topics to empower our
talents with relevant information. This not only enhanced the authenticity of their delivery but
also contributed to the overall credibility of our content.

Post-Production Oversight:
Beyond the shoot, my responsibilities extended to the post-production phase. This involved
supervising the meticulous editing of videos, ensuring that each intellectual property (IP)
retained its unique vibe through tailored editing approaches.

In essence, my role as Assistant/Creative Director encapsulated a comprehensive approach to

video production, from meticulous shoot coordination and talent management to nuanced
post-production decisions, all aimed at consistently delivering high-quality, engaging content
tailored to the specific identity of each intellectual property.

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How I made our reels better and engaging?
Revamping and enhancing the visual appeal of our reels involved a strategic process aimed at
capturing audience attention and maximizing engagement.

• The initial step in this endeavour was the incorporation of captions into the reels. This
deliberate addition served as a visual cue, not only making the content more
accessible but also acting as a powerful tool to instantly captivate the audience.

• Moving forward, the subsequent step was to adopt a dynamic approach in video
sequencing. Initiating the reel with a compelling hook or on a high note became a
pivotal strategy. This not only served to immediately grab viewers' attention but also
laid the foundation for sustaining interest throughout the entire duration of the video.

• An essential aspect of the improvement process was the integration of references

within the content. This step involved careful consideration of relevant and relatable
elements within the reel or conversation, creating a connection with the audience and
ensuring that the content remained resonant and relatable.

• The final step in the endeavour to enhance the appeal of our reels was the strategic
placement of a Call to Action (CTA) towards the end of the video. This involved
encouraging viewers to take a specific action, such as following us on social media or
watching our podcast on YouTube. By incorporating this CTA, we aimed to channel
the heightened engagement generated by the reels towards building a broader and
more interactive online community.

The results were as follows –

1.3 MILLION VIEWS

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3.7 MILLION VIEWS 1 MILLION VIEWS 1.9 MILLION VIEWS

Here I am attaching the work results.

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 CHAPTER – 7
RECOMMENDATION
AND CONCLUSION

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Recommendations:

Strategic Audience Engagement Plans: Develop comprehensive audience engagement

plans, including targeted campaigns, polls, and interactive challenges. This approach not only
nurtures a loyal community but also encourages active participation, fostering a sense of
belonging among the audience.

Content Calendar Optimization: Enhance content planning by optimizing the content

calendar. Incorporate themed weeks, special events, and collaborations strategically to
maintain a consistent and dynamic content schedule, keeping the audience eagerly
anticipating each release.

Enhanced Social Listening Practices: Strengthen social listening practices to discern

emerging trends and audience sentiments. Regularly monitor feedback, comments, and
discussions across platforms to stay attuned to audience preferences, enabling agile
adjustments to content strategies.

Localization Strategies: Tailor content to regional and cultural preferences by incorporating

localization strategies. Understanding the diverse demographics of the audience ensures that
the content resonates authentically, contributing to increased engagement across varied
segments.

Augmented Collaboration Initiatives: Explore augmented collaboration initiatives by

partnering with brands, influencers, and communities aligned with the content theme. This
not only broadens reach but also provides diverse perspectives, enhancing the overall content
narrative.

Data-Driven Decision-Making: Leverage data analytics for informed decision-making.

Regularly analyze performance metrics, audience demographics, and content consumption
patterns to identify opportunities for refinement and growth in line with evolving audience
interests.

User-Generated Content Integration: Foster a sense of community by actively encouraging

and integrating user-generated content. Create campaigns that inspire audience participation
and showcase user-generated content, strengthening the bond between the brand and its
audience.

Strategic Platform Expansion: Strategically expand the brand's presence across emerging
and relevant platforms. Assess the viability of platforms such as TikTok, Snapchat, or

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emerging social networks to diversify the content distribution strategy and tap into new
audience segments.

Conclusion:
In retrospect, the summer internship stands as a pivotal chapter marked by notable
achievements and impactful contributions to the digital content creation landscape. From
managing shoots and optimizing reels to engaging in major events, the multifaceted roles
undertaken reflect not only dedication but also a nuanced understanding of the dynamic
digital sphere.

Tangible outcomes, such as the substantial increase in subscribers, trending on YouTube, and
strategic collaborations, underscore the efficacy of the implemented strategies. These
accomplishments not only solidify the brand's online presence but also demonstrate
adaptability to dynamic challenges and industry trends.

Looking ahead, the key to sustained success lies in an unwavering commitment to innovation,
adaptability, and a deep understanding of the audience. The lessons learned during the
internship provide a robust foundation for exploring new opportunities and refining strategies
for content creation, ensuring continued growth and impactful contributions in the ever-
evolving digital landscape.

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