SUMMER INTERNSHIP PROJECT REPORT

ON
“TO STUDY THE STRATEGIES OF SOCIAL MEDIA MARKETING IN
AASHMAN FOUNDATION”

For the partial fulfilment of requirement

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:

MANGALMAY INSTITUTE OF MANAGEMENT & TECHNOLOGY

GREATER NOIDA (U.P.)

Dr. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY,

LUCKNOW

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 Preface

This report relates to the NGO Aashman Foundation. This study focuses on the marketing strategy
with respect to SOCIAL MEDIA MARKEING. In order to succeed in the market a NGO needs to
understand its potential contributors needs and creates wants for them so they can contribute.

AASMAAN FOUNDATION is an NGO that helps widows, Underprivileged children,

Underprivileged old ones, and destitute ones. They conduct various campaigns and camps
like Milk for everyone, sanitary pads for the needy, Etc.

As a Social media intern my duty was to increase Organization’s awareness through the
usage of social media platforms.

Social media gives you the power to share pictures, videos and text that can reach a global audience.

This paper will give main focus on Social Media Marketing, in regard to the services, market
segmentation, the size and the growth of social media marketing, market analysis regarding
strengths and weaknesses as well as fronting recommendations. The marketing strategy of Aashman
foundation is to emphasize the ability of the services to be a best in public wellbeing. The
management of the NGO has been at the forefront to improving and evolving of new marketing
strategies and digital marketing since its inception.

The current study aims at finding out the problems faced by in social media marketing, awareness
of people on social media marketing and the marketing strategies by social media.

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Chapter no Topic Page no

Chapter 1 INTRODUCTION OF THE TOPIC

 Company profile 9-49
 Conceptualizations

Chapter 2 REVIEW OF LITERATURE 50-58

Chapter 3 OBJECTIVES, SCOPE AND IMPORTANCE 59-66

OF THE STUDY

Chapter 4 RESEARCH METHODOLOGY 67-69

Chapter 5 DATA ANALYSIS AND FINDINGS 70-79

Chapter 6 CONCLUSION AND SUGGESTIONS 80-82

ANNEXURE
 BIBLIOGRAPHY
 QUESTIONNAIRE 83-87

TABLE OF CONTENT

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 Executive Summary
AASMAN FOUNDATION is an NGO that helps widows, Underprivileged children,
Underprivileged old ones, and destitute ones. They conduct various campaigns and
camps like Milk for everyone, sanitary pads for the needy, Etc.

As a Social media intern my duty was to increase Organization’s awareness through

the usage of social media platforms,

Social media gives you the power to share pictures, videos and text that can reach a
global audience. This will give people the opportunity to:
 Gain insight into your work;
 Become involved in your cause;
 Volunteer;
 Donate; and
 Give you feedback.

This was a great opportunity for me to get into contact with other organizations in
my area and potential donors. Although it was difficult to constantly come up with
social media post ideas, it’s definitely worth it in the long-term.

Social media has grown to accommodate all the needs of social causes, meaning that
it’s perfectly adapted to help your NGO. Most digital platforms now have functions to
help you:
 Organize fundraisers;
 Plan events;
 Coordinate volunteers;
 Encourage donations; and
 Share ideas!

As an intern, I was responsible for promotion, find raiser for the NGO. This process
involved posting various posters, videos on various platforms like LinkedIn, Face
book, Instagram, Whatsapp, Etc. The first task was to post posters about different
campaigns started by the organization to create awareness in the society about the

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working of the NGO So that people get to know about the reality what poor people
are facing and what our NGO is doing to help them out.

The second task of the internship was fund raising in which we were given 21 days
to collect funds for the children by using our communication skills by talking to
people on different platform such as whatsapp, facebook and was able to collect a
handsome amount of Rs 750 as donation

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 CHAPTER-1

COMPANY PROFILE

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AASHMAAN Foundation is one of the largest youth-run NGOs in Uttar Pradesh with
its operations extended in the city of Punjab. It was started in the year 2013, as a
group of people who wanted to give something back to society in some or another
way.

Started as a group of 10 friends, today AASHMAAN Foundation has more than 1000
volunteers who work hard round the year for the betterment of society.

Later in the year 2013, it got registered as a Non-Governmental Organization. It has

been working since 2013 for under and less privileged children in the field of
education, health, and rights.

AASMAAN Foundation do groundwork for a better life lies in education. It is the most
powerful catalyst for social transformation. However, a child cannot be educated in isolation.
Only an empowered family, especially the mother, would be willing to educate their child.
Thus, rather than focusing on only one stage of a person's life, we believe in the lifecycle
approach.

Education empowers an individual to earn their livelihood and also increases one's awareness
on a range of issues. From healthcare, to appropriate social behavior, to understanding one's
rights – Smile Foundation seeks to educate, empower and cultivate better citizens.

is working for the betterment of the less-privileged kids. It works in the field of child's
education, health and his rights. 

Started as a group of 10 friends, today AASMAAN Foundation has more than 100 volunteers
who work hard round the year for the betterment of the society. 

Over the years, AASMAAN Foundation has conducted plethora of projects which not only
includes grass-root level projects which are directly related to the kids but also includes fund-
raising events

Their Projects educated girls and women to influence India in the long run positively

It works with a vision to create a society where children can prosper to their
complete potential and enjoy equality in its true essence. It promotes a culture of
kindness and wants to in still a sense of giving back to society amongst modern
youth.

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Aashman Foundation is the only NGO working for single income family widows,
Widow & Women Empowerment and Child Education.

Company size
1000 Interns
1,983 on LinkedIn

Founder: - Munish Pundir

Ambassador: - Aarav Choudhary

Voice Brand Ambassador: - Vj Aman

Team Manager: - Joan Melissa rebairo

OBJECTIVES AND ORGANIZATIONAL GOALS:

The prime goal of Aashmaan foundation is to ensure that every child gets basic education,
and every women is empowered enough to fulfil their minimal requirements

Aashmaan Foundation recognizes the importance of quality education in the growth and
development of individuals, country and the world. All the activities of the foundation, are
aimed towards the improvement of the standards of education among underprivileged kids.

Although there are many challenges faced by the system of education in India, the foundation
has identified three major areas to direct its activities and efforts.

Along with that the organization is working on the community development programs which
is to bring about a substantial improvement in all aspects of life: economic, social and
cultural.

Mission:

At Aashman foundation, they are committed to building capacities of Social Purpose

Organisations (SPOs) that aspire to aid those of us who are less privileged. They do their job
by providing a connection between SPOs and other stakeholders including volunteers,
donors, government agencies, etc. to overcome challenges faced by the organizations
working in the social sector.

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Build capacities of SPOs: social purpose organizations (SPOs) become better at what they do
by guiding them to achieve their vision.

Assessment of SPOs: Ensuring that the organizations they partner with are transparent and
collaborative in their approach.

Optimal resource sharing: bridging the supply and demand gap of resources required by
SPOs, and ensuring that there is no wastage.

Projects:

AASMAAN Teaching Project:

AASMAAN Teaching Project (ATP) is a regular teaching project where the volunteers teach
the basics of English, Gujarati, Maths, Hindi and Science to the children studying in different
standards.

The classes are held daily by the teachers and volunteers for the children at our 3 centres
located at Paldi, Motera and Gurukul

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Child Mentor Program:

Child Mentor Programme (CMP) is an initiative to connect directly with the kids. Each
volunteer selected for the CMP will be given full responsibility of 1 kid studying either in
municipal school or private schools but having a poor socio-economic back ground. 

The volunteer will have to look after the education, health, regularity at school and social
aspect of the child. She/he will have to dedicate a minimum of 3 hours a week i.e. 12
hours/month (Preferably 3 hours every week) towards his/her respective student.

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AASMAAN Community Development:

AASMAAAN Community Development project aims at helping the residents of it's 3 centres
to expand/improve their business. We intend to help the families of those kids who we teach,
observing and understanding their work and lifestyle, identifying gaps in their business and
helping them grow.

This help the families to increase their revenue which in turn help them to provide better
facilities to their kids and fulfil their education. Our focus is also on improving the hygiene
and communication skills of the slum residents thereby contributing a 360 degree upliftment
of the people and society.

With theoretical knowledge of marketing and brand building, our volunteers in real time
scenarios gain an in-depth understanding of the different aspects of business and the barriers
faced by the community, thereby, identifying the latent growth opportunities, helping them
bridge the gap and as a result help them grow.

INITIATIVES AND OTHER PROGRAMS:

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 CONCEPTULISATION

To analyze and find the effectiveness of communication strategy in developing brand,

communication through social networking sites was done with the survey method and content
analysis in the research.

Strategies:

Without further adieu, let’s get cracking on that social media strategy:

01. Determine your key performance goals

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 Before you can execute a successful social media strategy, you must clearly identify what
you’re aiming to achieve.

As a shortcut, Hubspot’s identified the top 7 reasons nonprofits use social media:

1. Sharing news
2. Brand recognition
3. Education about the cause and mission
4. Fundraising
5. Volunteer recruitment
6. Donor recognition
7. Employee recruitment

Once you’ve identified what you’ll be using social media to achieve this goal, it’s important
to implement measures for success.
Your social media success KPI should reflect your nonprofit’s success in creating long-term,
sustained interactions with audiences, so using metrics to accurately measure
the conversion and retention of customers along this journey will be most beneficial.
For instance, the number of views on a Facebook post might reflect an increase in awareness
or the number of clicks might reflect an interest in your cause and donation dollars capture
the conversion of new customers.
Putting together a good plan for your social media campaign will make it easier for you to
proceed. Compile all your research into a template like the Dark Circle Photo Modern
Marketing Proposal for easy reference.

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02. Decide on your target audience

Before you even post a single image, it’s important to know who you’re writing for.
An established nonprofit may already have a good sense of their key audience demographic,
but it’s still a great exercise to develop user personas.
So, how do you discover your user personas?
Conduct surveys and interviews. The best personas are often created by getting out there and
talking to your audience. It will give a human face to a collection of abstract data and it will
allow you to classify groups for different social media campaigns.
Armed with this knowledge, you may end up writing two posts on the same subject with a
different angle for each customer group.

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03. Choose the channel that’s right for you

Once your audience is clearly defined, you’ll then need to know where they hang out before
you can start communicating with them. It’s not only important to understand where your
users are congregating, but you also need to know where they’re most active and most vocal.
While it can be tempting to be everywhere at once, focus on two to three active platforms.
Too many nonprofits start by creating accounts on multiple platforms, only for them to
become inactive in a matter of months. Not responding to your followers damages the brand
more than not having a presence on the platform at all.
Use tools like BuzzSumo to better understand where your target market is most active and
what content they’re likely to share.
One of the more popular social media platforms today is Instagram, and many have been
using it to promote their brand or advocacy. Try Purple Pink Quote Women's Rights Social
Media Post or White Black Rescue Awareness Dogs Instagram Post.

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04. Create Your Content Strategy

You’re already three-quarters of the way there: You’ve done your audience research and
understood the channels most likely to reach your target audience.
Now it’s time to focus on content.
Without a framework for what to say and a plan for how and when to say it, you risk leaving
your audiences confused (best case scenario), or them ignoring you (worst case scenario).
Who wants that?

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Here are 5 quick tips to help you build a strong content strategy for your nonprofit:
Content strategy 1: Know your voice
You work at your nonprofit because you’re passionate about its cause, right? So speak that
cause. Everything you say in your posts should ‘sound’ like your brand and reflect the image
you wish to portray.
Content strategy 2: Create a pattern of frequency

Creating a calendar that sets out what you’re going to say and when you’re going to say it
allows you to plan for when your audience is most likely to listen.
Make sure your content is relevant to where people are in their lives and the season.
Automating your content publishing also ensures your nonprofit maintains presence without
tying up resources.
Tools like Hoot suite and Buffer help you to manage your social media schedule and listen to
your audience’s feedback.
If you’re after a free solution, managing your schedule in daily/weekly/monthly folders (on
your computer or in Drop box) works well too.

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Content strategy 3: Understand your audience behavior
Why would your audience ‘follow’ or ‘like’ you? What kind of person is going to click the
‘donate’ button, add a comment or share your content with their friends? It’s so important to
make sure you’re talking to your audience, not at them. Ask questions, invite feedback, tell a
story, but make it a conversation.
Visual imagery often creates emotional triggers that words sometimes cannot. Use high-
quality photographs, images, graphics, videos, and hashtags. You may be thinking, “But
quality is expensive!” It doesn’t have to be. There are many free stock image
websites available.
Content Strategy 4: Solve your audience’s problems

Nonprofits are used to asking for things from their audience. Whether it’s to promote a cause,
sign a petition, volunteer or give a donation.

Social media can be used to solve people’s problems, but it can also empower people to help
achieve your goals. By making useful information easily accessible to others, you can build a
reciprocal relationship that builds trust. All of this leads to greater audience retention.
Content strategy 5: Be true

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This is by far the most important tip. The best way to engage with your audience is to
be human, just like in the real world. Loud and obnoxious people who trumpet all their
achievements at parties never get respect.
Good content isn’t superficial and viewers will pick up on insincerity in a heartbeat, so if
you’re honest, relevant and true to your cause, your audience is far more likely to engage
with your content and recommend you to their friends.
Keep your content organized by creating a plan. A template like Minimalist Grid General
Daily Planner helps you maximize your content and its reach

05. Engagement, engagement, engagement!

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If there’s one secret to social media, this is it. There’s no ROI without engagement.

Let’s take another real-world example. You’re at a dinner party and sitting on either side of
you are two people you’ve never met before.
The girl on your right introduces herself and asks you questions about where you grew up,
your hobbies and relationships to mutual friends at the dinner. When answering her questions
she looks you in the eye, undistracted, and often chimes in with common interests.
The guy on your left introduces himself and immediately tells you why he’s at the party,
about his week, and why his friends think he’s so funny. He doesn’t ask you a single question
or establishes whether you have mutual friends or interests.
Who are you going to be more interested in continuing the conversation with, and who are
you going to escape at your first opportunity?
The same goes for social media. Posting for the sake of posting simply won’t get you the
results you’re after. The goal is to capture the attention of your audience and motivate them
to listen, relate, respond and, hopefully, share.

Engagement strategy 1: Identify the trigger points

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The first step to engaging your audience is identifying the types of content they respond to.
You’ll need to do a bit of research and testing to achieve this. See how other similar
organizations are successfully engaging their audiences.

Using keyword searches and hashtags can help determine the popular topics and content that
draws your audience’s attention.
Once you know what they’re looking for, be explorative. Try various content formats, topics
and headlines to identify the material that generates attention and creates conversation and
clicks.
Engagement strategy 2: Invite conversation
Just like in the real-world example above, people are much more likely to engage
when asking questions or inviting feedback. Whether you publish surveys, seek
advice, start a dialogue, or promote a contest, motivate your audience to get
involved.
The very essence of social media is just that, being social. While your tone may be
more formal on other channels, social media is a particularly good place to
cultivate a personable brand voice that helps your supporters feel connected. Don’t
be afraid to use humor here either.
Sharing exposes your content to channels you wouldn’t otherwise be able to penetrate. Make
your posts easy to share by using imagery, info graphics, and short links. Take the time to
respond when people share their thoughts with you (you’d be surprised how many people
miss out on that.).

Engagement strategy3: Measure your results and repeat

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There’s no point trying out all of these different strategies without tracking your efforts and
learning what successfully engaged your audience and what didn’t. Engagement will often be
aligned with conversions, but be disciplined in your approach to understanding engaging
material.
To encourage their followers to consider the importance of solar power, Greenpeace posted a
tweet that simply posed a question. Although one could argue this question is rhetorical, what
makes this such a powerful caption is that it’s encouraging others for their opinion and their
point of view.
What’s more important than the 136 likes is the level of engagement from users. This post
was retweeted 135 times and multiple comments were made. It would have been even better
if Greenpeace had replied to some of these comments.

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06. Track and measure your results

So far in this article, we’ve discussed that social media can be an extraordinarily effective
marketing tool, but it can also be a tremendous time sink for nonprofits that don’t monitor the
success/failure of their campaigns.
While keeping an eye on followers, shares, and likes gives some insight, there are other
metrics that are far more important, but often ignored.
Miss these, and your ability to drive major performance results from your social media
campaigns will decline significantly.
So what metrics should you look for?
We’ve identified already that the primary goal of your social media campaign should be
boosting customer engagement and brand awareness, so you’ll want to monitor metrics that
provide valuable insights into these facets.
It’s also important with each campaign to ask yourself what you’re trying to achieve. Is it to
attract donations, signups to your newsletter or perhaps conference attendees?

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Tracking performance and demonstrating results will show the leaders of your nonprofit the
importance of investing the time and resources into social media.

Metric 1: Brand sentiment

When it comes to social media, all publicity isn’t good publicity. Negative consumer
sentiment can destroy your brand in a short time. Keep an eye on people’s comments and
replies as well as how they’re sharing your posts.

Having a plan for how you’ll respond to negative responses is just as important as avoiding it
altogether.

Google also has a free tool called Google Alerts.

Metric 2: Lead or conversion growth

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In social psychology, attribution is the process of explaining the causes of behavior and
events. Social media is no different, it’s critical to understand how the things you’re saying
are causing people to respond.

While followers and mentions can be a good indicator of overall brand awareness, it provides
little information about how certain conversations drive particular actions.

Marketo and Convertro do a great job of measuring how many social interactions it takes

before one of your prospects become a customer (however you choose to define “customer”).

This kind of information helps define what a good campaign looks like to your audience and
how to better allocate your marketing resources towards successful social strategies.

Metric 3: Klout score

Klout has become an increasingly popular tool for measuring social engagement. Klout
effectively measures if your marketing efforts are resulting in better brand recognition or
higher perceived authority.

It’s also valuable to track other organizations’ scores as an indication of how effectively
they’re engaging with their social media followers.

Metric 4: Inbound links and tracking codes

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When using links in your social media campaigns as a call to action, it’s important to track
them through to your website, donation page, or blog post.

After a successful campaign, you may notice that hits to your site increase. If you can identify
these surges and tie them to specific social activities, you’ll gain significant insight into
which of your campaigns have made the biggest difference.

Most quality analytics tools will tell you where your clicks come from, but you can also use
tools like Google UTM Tracker or Bitlt’s URL shortening tool to track unique campaigns
across multiple channels and monitor their overall success.

Make it easy to keep track of how your campaign is going with templates like Charity Info
graphic and Green Photo Hunger Info graphic

To Conclude

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No matter the size of your nonprofit there is no doubt that by following these nonprofit social
media tips and integrating them into your social media strategy, you will effectively increase
awareness, engagement, and retention for your brand.
Social media is both an art and a science. Whatever phase in your social media marketing
journey that you’re on, there’s no doubt it will be beneficial to learn the various tips, tricks,
and tools discussed in this article.
Over time, you will learn what content gets your community talking and how to fine-tune
your nonprofit’s social media strategy to get the best possible results.
But most importantly, have fun doing it. Set reasonable expectations and understand that
building a sustainable social media strategy is a long-term game. Like any great relationship,
it’s all about communication over time, and there’s no better time than now to get started.

The struggle to make this cause known and garner more support for this nonprofit through
social media?

A lack of funding, time or resources could contribute to dwindling success—not to mention the
poor organic reach that many social media platforms are dishing out to Pages and profiles of all
sizes.

For the majority of social media platforms, it’s pay-to-play. It’s tricky to reach the audience
you’re building if you’re not handing over the little cash you’ve got to advertise.

But how can you prevent feeling disheartened if your nonprofit’s social media presence isn’t
doing as well as you’d hoped? And is it really possible to receive donations, garner support and
recruit volunteers through social media organically?

The answer is simple: Yes.

In this guide, I’m sharing exactly how one can make a big impact with little budget as a
nonprofit on social media. From using interactive content to measuring the results you’re
getting, I’ve got you covered!

Why should nonprofits focus on social media?

Firstly, let’s have a quick chat about why you’re marketing your organization anyway.

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According to data by HubSpot, the main priorities of social media marketers at nonprofits are
to fundraise, generate brand awareness, recruit volunteers or share news:

Social media is perfect for either of those goals.

Why? Because for each goal to be met, you’ll need another person to get involved. Over 3.6
billion people worldwide were estimated to be using social media in 2020, meaning there’s no
shortage of opportunities to find people who can support your cause through platforms like
Twitter, Facebook and Instagram.

To put it simply: Using social media correctly gives you the chance to promote your nonprofit
and find people to help with your mission.

And, in an industry that doesn’t always have much to offer in return for someone’s donation or
offer to volunteer, the short-form content you’re sharing on social media means your audience
don’t have to do too much to get involved.

If your audience are giving a donation and don’t get anything back physically, it’s wise to make
it as easy as possible for them to get involved.

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We all like ease and convenience, right?

What you’ll need to start promoting your non-profit organisation on social media

Before we dive into the details, let’s make sure we’ve got the basics covered with a social
media plan.

Just like any new marketing campaign, you’ll need to know what you’re working towards in
order to promote your cause effectively. That includes:

 Setting clear goals on what you want to achieve: Are you more focused on receiving
donations, raising awareness, or recruiting volunteers?
 The audience you’re targeting: As well as having a clear idea of the marketing
personas that you're targeting, you need to know what type of content they enjoy, and
which platforms your audience are using regularly.
 Which social platforms you’ll be using: Are you majorly limited by resources? It might
be wise to focus on the platform most of your target audience is using, then branch out
once you’re seeing results.
 A strategy to put that into place: Do you know how much time you have to invest?
Create a weekly (or monthly) schedule that allows you to post consistently without
burning yourself out.

Save your answers to these in a document you can refer back to. That way, it’ll be easy to
reference when you’re researching new ideas to make an impact—or to prove return on
investment when your boss questions why you’re focusing on social media.

(It’s more common than you think.)

Seven ways nonprofits can make an impact on social media with little budget

Almost half (44%) of nonprofits have just one person managing their social media presence.

If that’s you, and you’re looking to find a way to supercharge the results you’re getting through
organic posting, use these tips to make a big impact with the little time and budget you’re
working with:

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1. Post interactive content to encourage engagement

Interactive content is a type of content that requires your audience to do something other than
passively watching or reading.

If you’re able to sprinkle this type of content throughout the social media calendar for your
nonprofit, there’s no reason why you couldn’t boost engagement rates—and meet your goals
sooner.

Don’t believe me? Consider this: Businesses that use interactive content consistently average a
click-through rate (CTR) of 50%, and a form submission rate of over 80%.

Interactive social media content could give you the opportunity to see a flood of volunteer
registration form submissions or clicks to your donation page.

The best part?

Putting this type of content on your to-do list doesn’t mean you’ll have to spend hours creating
a unique post. You could:

 Run Twitter polls

 Host a Q&A session through Instagram Stories
 Post a Facebook survey
 Ask your audience to share their story through a normal status update

UK-based charity Macmillan Cancer Support use this concept in their Twitter feed. Asking
followers to respond to their post by commenting with their favourite hot drink and biscuit
combination does a fantastic job at getting their existing audience engaged:

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No matter which type of interactive content you’re using to promote your nonprofit through
social media, you’ll gain valuable insights into your current follower base.

That data is invaluable for creating better-targeted content in the future.

2. Include hashtags to increase your reach

Remember how earlier, I mentioned how the majority of social media platforms are becoming
pay-to-play?

I’ve got a little workaround: Using hashtags in your content.

Branding your nonprofit’s social media content with a hashtag can increase your organic reach
because it allows the content to be found in native search.

All of the big platforms including Facebook, Twitter, Instagram, Pinterest and LinkedIn—have
their own search features, and with millions of users visiting the site each day, why wouldn’t
you want to position your charity in front of them?

If you’re able to:

 Create your own hashtag and build a strong following by getting involved
 OR jump onto a popular hashtag and make it your own

you’ll dominate hashtag the search feeds whenever your target audience clicks on it—
especially if you’re using hashtags on Facebook, Twitter or Instagram.

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Let’s use an example. If I search for the hashtag #DoGood on Twitter, here’s what I see:

Notice how this post isn’t published from the charity’s page directly? Instead, it’s posted by a
supporter making hashtags a fantastic way to encourage your loyal community to help spread
the word about your cause by creating user-generated content.

But, on the brand-side, you’ll need to create a strong hashtag before your audience begin using
it.

The British Red Cross have a fantastic example of how to do this across multiple
platforms. Their Twitter bio uses the #PowerofKindness hashtag:

along with their Instagram captions:

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Now, when anyone is involved with the charity, they’re more likely to add the branded hashtag
to their own post—building the strength of your hashtag, the chances of being found in native
social search, and positioning yourself in front of their audience.

And we all know the power of being endorsed by someone’s family and friends.

Charity Hashtags

Fancy getting started? Here’s a list of nonprofit hashtags you can sprinkle throughout your
content:

 #Charity
 #DoGood
 #Fundraising
 #Activism
 #Donate
 #Nonprofit
 #Philanthropy
 #CharityWork
 #SocialCause
 #Change

The search results for each of these hashtags is charity-based, so you might have competition to
stand out. But don’t let that put you off.
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Testing a handful of non-branded hashtags can help you to discover which terms are resonating
with your audience (and being searched-for).

You’ll also get a grip of how they work on each platform, which will put you in good stead for
when you come to create a branded hashtag campaign.

3. Use visuals to drive website traffic

Did you know that people are three times more likely to engage with Tweets that contain
photos and videos?

Facebook posts with images see 2.3 times more engagement, too:

Not only do large, high-quality photos look impressive, but the larger size demands more
attention in a crowded News Feed.

That’s a major bonus for nonprofits—especially if you’re looking to raise brand awareness and
drive more traffic to the content hosted on your website.

So, use this concept when crafting the content you’re going to post. You could accompany
external URLs with:

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  Info graphics
 GIFs
 Photos from a recent event

The Audubon Society use high-quality images when sharing links to their content on Twitter:

I’ll bet that striking image is much less likely to slip through the constant feed of content in
your own feed, right?

(Plus, a cute bird photo never hurt anybody!)

4. Check in daily and respond to questions

You’re likely to see an increase in the number of private messages you’re receiving after you’re
put these tips into practice. People might be getting in touch to ask how they can get involved,
but you might not realise the timing of your response is just as important as what you respond
with.

On Facebook, 85% of consumers expect their questions to be answered within  six hours, while
64% of Twitter users expect an answer within the hour.

That means you’ll need to act fast (and check your notifications daily) to impress these people
before they lose interest—and discourage others from doing the same.

Let’s take the Facebook Page for American charity, Food For The Poor, for example. You’ll
see their average response rate as soon as you click “Message”:

37
I’m instantly told I should expect a reply within a day, which is awesome.

However, should this show “typically replies within a few weeks”, it’s discouraging. I’m much
less likely to hit send because I could be waiting a long time for a reply.

“What’s the point in messaging them to send a donation if they’re not going to reply?” is a
question you never want your audience to say.

The only way to improve your typical response rate on Facebook is to respond to private
messages in a timely manner.

Check in daily and respond to messages as soon as you can.

This rule is especially important if you're a social media marketing agency who is doing
community management on behalf of your nonprofit clients, since you want to uphold their
reputation in order to retain them as your client.

Granted, it might add more to your social media to-do list, but you don’t want potential donors
to fall at the first hurdle. There’s not much point in promoting your charity through social
media with the aim to garner more monetary support if you’re unable to carry them through a
conversation, right?
38
 5. Make it easy for followers to donate

Let’s chat a little bit more about that donation process.

When you’re looking for people to make a donation after finding you through social media, it’s
likely they’ll need to click-through to your website.

That’s where the “Donation” call-to-action comes in.

On Facebook, nonprofits can select their Page’s call-to-action as “Donate”. Then, when
someone visits your profile with the intention to give a donation, there’s a clear way for them to
do so (without rummaging around the content you’ve recently posted for a link).

Here’s an example on Dreamscape Foundation’s Facebook Page:

To do this for your charity’s Facebook Page, simply:

1. Visit your Page and click “Add a Button”. (This is found just beneath your cover photo,
as shown in the image above.)
2. Select the ‘Donate’ option.
3. Fill-in the details you’ll need to send a visitor to your donation page.
4. Test the button to make sure it’s working.

You can apply this same concept to other social media profiles, too.

Although platforms like Twitter and Instagram don’t have a specific call-to-action button,
there’s no reason why you couldn’t link to the donation page from your bio.

39
Did you know that the overall CTR lift after adding a call-to-action to a Facebook ad is 2.85x?

Giving your audience a clear, easy and simple way to get involved with your cause (that’s also
free to implement!) could be the nudge they need to make a donation—and help you meet the
goals you’ve set for your nonprofit’s social media campaign.

You can also keep an eye on the different features social media networks are developing for
nonprofits and charity organizations. For example, in 2018, YouTube launched new
fundraising tools for nonprofits which allowed creators raise brand awareness and directly
receive donations with the help of video marketing!

6. Schedule social media content in advance

Since you’re struggling for time, you could benefit from using a social content scheduling tool
to post content automatically, in advance.

This could help you batch your tasks, and spend a few hours each week crafting content—
rather than two hours per day, or leaving it to the last minute.

I asked Kaleigh Moore, previously a social media and PR manager for a nonprofit, to explain
how social media scheduling helped her to spread the word about the charity she worked for.

She explained how this activity can tie-into the foundations of a strong strategy:

"Generally, scheduling via a planning tool not only saves tons of time on a day-to-day basis,
but it also helps you develop a content calendar so your efforts are more organized and
deliberate. It keeps you from constantly being in defense mode thinking, "What should we post
today?".

Content calendars and planned content serve as a backbone for consistent sharing and from
there, you can supplement with engagement and interaction that adds that "human element" so
often missing from social media presences.”

Kaleigh also mentioned how this approach to social media helped her to post content
consistently—something that 42% of nonprofit content marketers struggle with:

40
“When I was a social media manager for a hunger relief non-profit, scheduling content easily
saved me 2-3 hours of work each week. It also helped me post consistently and with good
variety, making sure that we always had fresh, interesting content to share.”

If you want to get in on the scheduling action for your nonprofit—and save more time as a
result, you can grab 25% off Sendible's social media scheduling tool. 

(It’s a no-brainer!)

7. Measure the effectiveness of your strategy

Over half of marketers in nonprofits struggle to measure the effectiveness of the content they’re

creating. That leads to one huge problem: uncertainty on whether you’re on-track to meet the
goals you set earlier.

How can you make a huge impact without knowing whether the content you’re producing is
working?

You can’t.

That’s why all social media marketers should make it a priority to analyse whether the tactics
we’ve outlined here are working. Different charities have different audiences—what works for
one nonprofit might not work for another.

You can do this by using data from native platforms, such as:

 Facebook Insights
 Instagram Insights
 Twitter Analytics
 Pinterest Analytics

and combine these native insights with those from your Sendible report, which provides
additional information on how your scheduled content is performing.

However, social media ROI is difficult to track—especially if you’re unable to accurately map

the number of donations you’ve received or volunteers you’ve recruited over a few months.

41
You’re able to get around this problem by using UTM links in your content. These small bits of
code are added onto the end of any standard URL (like the blog post you tweeted, or the link to
Donate from your Facebook call-to-action), and allow you to track exactly where your on-site
actions are coming from.

Bookmark this handy Campaign URL Builder tool and reference it whenever you’re creating a
new link.

Then, you’ve got the chance to dive deeper with your Google Analytics report, and discover the
common behaviour flow of people clicking each type of link.

Social media strategy for nonprofits: three quick posting tips

Now that you know about the different ways nonprofits can make an impact on social media,
here are three bonus tips for creating relevant, engaging and shareable content for your
audience.

Share stories

Brand story telling  has long been established as an effective social media marketing technique.
So, to effectively tell stories with the content you promote on social, you have to get personal -
use names, images and quotes from real people to emphasise the importance of your cause, 

42
just like Red Cross Australia did after the devastating 2020 Australian..Bushfires:

1. Showcase your charities real world impact

as a non-profit, your organisation does life-changing work every day - so don't be afraid
to show the results! One way to demonstrate the impact of your charities work could be
to create a series of before and after posts which chart the positive outcomes that your
charity has helped to bring about, just like Cancer Research have done on Facebook -
when combined with storytelling, it's simple but really effective:

43
2. Don't be afraid to embrace humour Just because your charitable
cause is serious, doesn't mean that all of the content you publish has to be! The fact is,
humour is a proven marketing tool - 53% of consumers are more likely to remember an
ad if it's funny. So, with your cause marketing, why not try creating relatable content
that's also relevant and always keeps your audience in mind, like children's charity
NSPCC does:

44
Great! on the road to more awareness of the charity, volunteer opportunities and donations.

I can’t wait to start engaging with your content when it creeps up in my personal feeds!

CHAPTER-2

45
 Review of literature
www.wikipedia.org:

Social media marketing is the use of media platforms and websites to promote a product or
service. Although the terms marketing and marketing are still dominant in academia, social
media marketing is becoming more popular for both practitioners and researchers. Most
social media platforms have built-in data analytic stools, which enable companies to
track the progress, success, and engagement of ad campaigns. Companies address a range of
stakeholders through social media marketing, including current and potential customers,
current and potential employees, journalists, bloggers, and the general public. On a strategic
level, social media marketing includes the management of a marketing campaign,
governance, setting the scope (e.g. more active or passive use) and the establishment of a
firm’s desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to post
user-generated content (e.g., online comments, product reviews, etc.), also known as "earned
media," rather than use marketer-prepared advertising copy

https://www.socialmediatoday.com:

Creating and developing a website is important for any business. Along with having a
website, you need to expand your online outreach to social media platforms. Social
networking sites such as Twitter and Facebook are essential for maintaining a
competitive edge. Companies that do not have active social media accounts risk missing
out on numerous marketing opportunities.

Interaction with Target Market

One of the key advantages of social media for businesses is that it enables you to interact
with your customers. Going through the tweets and Facebook updates that are posted by
your customer base gives your insight into what they need. This is useful for helping
your company formulate marketing strategies that address their needs.
https://avivdigital.in:

46
The scope of social media in India is immense and increasing rapidly. It is the 10th
biggest economy and also has the 2nd largest population in the world. A survey in 2019,
which includes the top businesses, admitted that 15-20% of their marketing budget is
allocated for social media advertising. From that, it is understood the importance of
social media in brand advertising.

There will not be any person who doesn’t know what social media is. Isn’t it? But many
individuals may not know how it is important in digital marketing and how social media
marketing can enhance career growth. Based on the Statistic analysis it is been found
that the number of users of the social network in India will be 258.27 million. It is a
drastic rise from approximately 168 million user’s in2016.

India is encountering development in the number of mobile users ;regardless it contains

just 16 percent of the nation’s aggregate populace with access to the web. In addition,

it is assessed that India’s web clients will end up noticeably the world’s biggest web base,
after China and the US.

https://www.forbes.com:

Some Social Media Tools for Marketers:

Social Drift

Used by McDonalds, Sprint and major industry influencers with millions of followers,
Social Drift is an Instagram marketer’s best friend. The platform automates Instagram
interactions, which help to organically increase follower count. Users just need to
provide Social Drift 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,
Social Drift can dramatically increase the number of high-quality Instagram followers
through the platform’s Instagram bot, named secure bot.
To consider social media as a marketing tool a retailer must understand every aspect of it.
Social media cannot be understood without first defining Web 2.0: a term that describes a
new way in which end users use the World Wide Web, a place where content is continuously

47
altered by all operators in a sharing and collaborative way (Kaplan and Heinlein 2010). “It is
much more to do with what people are doing with the technology than the technology itself,
for rather than merely retrieving information, users are now creating and consuming it, and
hence adding value to the websites that permit them to do so” (Campbell et al. 2011, 87).
Web 2.0 has evolved from simple information retrieval to interactivity, interoperability, and
collaboration (Campbell et al. 2011). 3 Kaplan and Heinlein (2010, 61) define social media as
“a group of Internet based applications that build on the ideological and technological
foundations of Web 2.0, and allow the creation and exchange of user generated content.”
Sinclair and Vogues (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad
term that describes software tools that create user generated content that can be shared.”
However,

there are some basic features necessary for a website to meet the requirements as a social
network website: the site must contain user profiles, content, a method that permits users to
connect with each other and post comments on each other’s pages, and join virtual groups
based on common interests such as fashion or politics. (Gross & Acquisti, 2005; Ellison,
Steinfield & Lampe, 2007; Lenhart & Madden, 2007; Winder, 2007; Boyd & Ellison, 2007 as
cited in Cox 2010). The phrase social networking sites’ is often used interchangeably with
social media. However, social media is different because it allows participants to unite by
generating personal information profiles and inviting friends and colleagues to have access to
those profiles (Kaplan and Heinlein 2010, 63). Thus, social media is the environment in
which social networking takes place and has altered the way in which consumers gather
information and make buying decisions. Consumers’ Sentiment toward Marketing (CSM) is a
factor consider by researchers to measure how well consumers will perceive social media
marketing. CSM is defined as a concept which refers to the general feelings that consumers
have for marketing and the marketplace (Lawson et al. 2001as cited by Mady 2011). An
individual’s perception of the overall marketplace plays a major role in whether or not they
are motivated to partake in consumption activities (Mady 2011). In order to create a
successful marketing campaign via social media, a consumer must be open to the technology.
Consumer technology readiness is defined as 4 “people’s propensity to embrace and use new
technologies for accomplishing goals in home and work” (Parasuraman, 2000 as cited by
Mady 2011, 195). Consumer technology readiness is important for retailers to remember
when marketing on social networks because if their intended target market does not use social
media, is not familiar with it, or perceives it negatively, then their social media marketing

48
will be unrewarding. Analysis of technology readiness can determine if marketing via
interactive advertising would be a good fit for a retailer’s target market. The Innovation
Adoption Process (IAP) is another instrument that provides information on a consumer’s
acceptance of new technology. The IAP is the progression through which an individual goes
through the innovation-decision process (Rogers as cited in Mady 2011). Five steps make up
the process: knowledge of the innovation, forming an attitude toward the innovation, deciding
to adopt or reject the innovation, implementation of the innovation, and confirmation of the
decision (Mady 2011). Knowledge of IAP can help marketers obtain a social media
marketing campaign that is fulfilling. Social media has advanced from simply providing a
platform for individuals to stay in touch with their family and friends. Now it is a place where
consumers can learn more about their favourite companies and the products they sell.
Marketers and retailers are utilizing these sites as another way to reach consumers and
provide a new way to shop. “Technology related developments such as the rise of powerful
search engines, advanced mobile devices and interfaces, peer-to-peer communication
vehicles, and online social networks have extended marketers’ ability to reach shoppers
through new touch points” (Shankar et al. 2011, 30). Shopper marketing is a new concept that
has emerged, creating a new touch point for the interactions between businesses and
consumers. Shopper marketing is “the planning and execution of all marketing activities that
influence a shopper along, and beyond, the entire path of purchase, from the point at which
the motivation to shop first emerges through purchase, consumption, repurchase, and
recommendation” (Shankar et al. 2011, 29).

Perceived fit is an important factor for retailers to consider for shopper marketing; perceived
fit is the amount of similarity between an extension product category and existing products
affiliated with the brand (DelVecchio and Smith as cited in Cha 2009). The more people
perceive shopping services on social networking sites as useful and easy to use, the more
likely they are willing to shop for items on social networks (Cha 2009). Providing shopping
services on social networks can provide business growth for retailers due to the diversity of
consumers who use social media sites. The wide range of consumers utilizing social networks
means that most target markets can be reached (Cha 2009). This provides an effective
platform for retailers to promote their brand and products to potential consumers. According
to Shankar et al. (2011), shopper marketing can join forces with shoppers to improve
products, create clear messages, identify promoters, and serve as a connection to in-store

49
activities, thus demonstrating the importance of social media within a retailer’s marketing
plan. Advancements within social media sites have created consumer communities that are
defining new ways in which companies and customers can interact with one another to share
information on brand products. For example, virtual brand communities are creating a
computer-generated space for consumers and retailers to connect with one another via
marketing. 6 Virtual Brand Community A main topic being studied involving social media as
a marketing tool is Virtual Brand Communities (VBC). “VBC can be described as
aggregations of consumers that occur on the internet because of their interest in some brand
or product” (Muniz and O’Guinn as cited in George and Mink 2012, 3).

Specifically, a brand community is a group of people who share the same interest in a
particular brand or product (Casaló, Favián and Guinalíu 2008). Overall, VBC’s are “the
site[s] of complex brand meaning creation and consumption efforts” (Muñiz and Jensen
Schau, 2007). Casaló, Favián and Guinalíu (2008) found when a member is trusting of the
VBC that they are part of, it increases their amount of participation, and consumers who have
a positive participation experience are more loyal to the brand. Trust is a central aspect to
guarantee the VBC’s survival. Cha (2009) concludes that security is a major factor affecting a
consumer’s opinions toward social networking sites and can ultimately impact trust. Since
VBCs depend on individual users’ participation, both group unity and awareness can
strengthen users’ satisfaction with a VBC (Casaló, Favián and Guinalíu 2008). The study
done by Casaló, Favián and Guinalíu (2008) demonstrates the powerful sway VBC and an
online interaction between consumers can have on their buying behaviour. Studies also found
that within these VBCs many new forms of social interactions are taking place such as
Electronic Consumer to Consumer Interaction (eCCI), which are interactions between
consumers of e-services (Georgi and Mink 2012). The chance to mingle with other people is
a fundamental part of the consumer experience and social networking sites have become a
way in which consumers can interact with one another and retailers (Georgi and Mink 2012).
Because of eCCI, consumers are playing a more dominant role in influencing each other with
their consumption decisions. Georgi and Mink (2012) came up with the concept of 7
electronic consumer to consumer interaction quality (eCCIq). They found that seven factors
contribute to the success of eCCIq. These include content, security, hedonic (meaning the
emotional aspects of consumers’ interactions with products), quality, atmosphere,
convenience, and social. An example of eCCI (which is any interaction between consumers
of e-services) is when a consumer posts a question about the fit or colour of a product

50
displayed online and another consumer answers the question. This eCCI event would
presumably be of high quality if the question is answered by another consumer quickly,
correctly, and in a friendly manner. This example of an interaction between consumers
involves some of the factors associated with eCCIq such as social and convenience, thus
making it an eCCIq occurrence. Consumers feel more engaged with products and companies
when they have the option to submit feedback (Mangold and Faulds 2009). Accordingly, it is
important for retailers to be aware of the quality of their social media presence even when
consumers are the creators of their marketing because it is increasingly influencing how
consumers shop. Companies need to be aware of the variety of factors that affect their social
media presence such as a consumer’s social identity online. Some VBC research focused on
the concept of social identity and group norms as an aspect that strongly influences online
groups’ buying behaviour. The nature and culture of social media groups affect the ways
members of such groups interpret and attach meaning to brands and products (Muñiz and
Jensen Schau, 2007). Group norms represent the set of shared goals, beliefs, and values that
the group members follow. Social identity refers to the values and beliefs that influence
group related behaviour (Zeng, Huang, and Dou 2009). Community members within a strong
social group were more likely to have group intentions to accept advertising in online
communities (Zeng, Huang, and Dou 2009). For instance, if a Facebook group is cantered on
luxury brands, then ads pertaining to high-end products are more relevant to members of the
8 VBC. Some members consume ads more easily by accepting the meanings in which they
contain, while others interpret the ads by attaching meaning to the brand represented based on
their own experiences (Muñiz and O’Guinn as cited in Muñiz and Jensen Schau, 2007).
Moreover, VBC members value ads that are relevant to the theme of their community. Muñiz
and Jensen Schau (2007) found advertising and branding produce discouragement of the
intended meaning of the ad in order to serve the meaning of the distinct group, in this
circumstance the brand community. A VBC can alter or manipulate the true meaning of an ad
by the way it displays or uses an ad for branding. Many times VBC’s change the meaning of
an ad by the way it is presented on the community forum. A VBC can alter an ad to conform
to the theme of its community, therefore the ads true meaning gets lost. An individual’s
identity within social media combined with the social community’s customs affects the way
in which people perceive ads presented on social media. Community customs can be affected
by users’ cultural backgrounds as well. Pookulangara and Koesler (2011) used the
Technology Acceptance Model3 (TAM3) to look at the impact of culture on social media.
TAM3 highlights the role and procedures connected to perceived usefulness and perceived
51
ease of technology. TAM3 suggests that the factors that determine perceived usefulness will
not influence perceived ease of use and the factors that influence perceived ease of use will
not influence perceived usefulness (Pookulangara and Koesler 2011). The researchers used
TAM3 to find out if an individual’s cultural background affects perceived ease and perceived
usefulness in order to discern users’ behavioural intention towards social media. More
specifically, the researchers used TAM3 to determine if an individual’s cultural background
influences how they will interpret a message, 9 event, or idea presented to them through a
social networking site. This was done through a conceptual

framework in which the researchers created a research model using TAM3. Based on the
research model, Pookulangara and Koesler (2011) conclude that culture does in fact influence
how individuals act and perceive an event on technology based applications, such as social
media. This means that an individual’s cultural or ethnic background will influence how they
will interpret social media and its content. “Social networking has allowed the evolution of
new culture where it is no longer shaped by just individual values and ideologies, but also by
new rituals and communication tools in the social space of Web 2.0” (Pookulangara and
Koesler 2011, 352). Retailers need to be conscious of the importance of culture when
utilizing social media, since social networks are a merging of different cultures and the
creation of new online cultures (Pookulangara and Koesler 2011). In addition,

cultural backgrounds and traditions may factor into the formulation of a consumer’s opinion
and attitude towards a brand or product. Consumer Attitudes/Motives It is vital for retailers
and marketers to be aware of the factors that affect consumer attitudes and motives because
consumers are increasingly creating content about brands, something previously controlled
solely by companies (Heinonen 2011). As a result, current research has examined what
aspects of social media sites affect consumer attitudes and motives. Chu (2011) examined the
link between Facebook brand related group participation, advertising responses, and the
psychological factors of self-disclosure and attitudes among members and non-members of
Facebook groups. The study determined that users who are members of groups on Facebook
are more likely to disclose their personal data than non-members are. Chu (2011) 10 explains
group participation and engagement with online ads requires a higher level of personal
information because users openly reveal their connections with Facebook groups and
promote brands or products when they pass on ads to their friends.

52
“Facebook groups provide channels that consumers deem useful when seeking self-status in a
product category, as does passing on viral content about brands to their social contacts” (Chu
2011, 40). Chu (2011) also found that users who are Facebook group members maintain a
more favorable attitude toward social media and advertising. Users who have more positive
attitudes toward advertising are more likely to join a brand or a retailer’s Facebook group to
receive promotional messages. Based on this result, Chu (2011) suggests that a link exists
between consumers’ use of and engagement in group applications on a social media sites.
The relationship between consumers’ use of and engagement with group applications
influences the rate and effectiveness of advertising on social media, particularly Facebook.
Generally, as Chu (2011) notes, Facebook’s college-aged users have the most favorable
attitudes toward social media advertising and are the largest growing demographic, which
suggests that social media sites are a potentially rich platform for online advertising
campaigns, especially for companies with a younger target market. Cox (2010) also
investigated the correlation between age and attitude and found that social network user
attitude toward online advertising formats (i.e. blogs, video, and brand channel or page)
differed to some extent across age groups. She explains that users who fall in the 18-28 age
brackets had strong positive attitudes towards blogs, video, and brand channel ad formats.
This was because users’ found these ad formats to be eye catching, informative, and amusing.
The 35-54 age groups preferred ad formats on video and brand channels because they found
them to be more eye catching, informative, and had better placement within the online 11
page layout. Overall, online advertising formats with positive attributes are welcomed by
users; however, ads that are intrusive or interfere with online social networking activities,
such as pop up, expandable, or floating formatted ads were disliked by network users (Cox
2010). According to Chi (2011) users perceive advertising differently depending on the social
network, which suggests user motivations for online social networking may play a vital role
in defining consumer’s responses to social media marketing. As mentioned previously in the
explanation of Pookulangara and Koesler’s (2011) study, the technology acceptance model
(TAM) was also used by Harris and Dennis (2011). Harris and Dennis (2011), however, used
TAM as a loose framework that combined trust and the factors associated with TAM (i.e.
perceived enjoyment, ease of use, and usefulness). The TAM determined that consumers,
specifically students, hold a hierarchy of trust when using social media such as Facebook.
Student’s trust ‘real’ friends, then Facebook friends, followed by expert blogs and
independent review sites and lastly celebrities and e-retailer sites (Harris and Dennis 2011).
Di Pietro and Pantano (2012) conducted further research using the TAM to discern that
53
enjoyment is the major factor that influences consumers to use social networks as a platform
for assisting in their buying decisions. They found that the fun provided by Facebook, as well
as the opportunity it provides users to ask for suggestions in an easy and entertaining way,
motivates individuals to pay more attention to the products promoted on Facebook.
“Facebook promotes a consumer to consumer approach, exploited by consumers to share
experiences and create a common knowledge on products and services; on the other, it
provides managers a direct channel for communicating with clients through a business to
consumer approach” ( Di Pietro and Pantano 2012, 20). Retailers can improve their Facebook
page appeal by adding games, contests, and interactive applications, which can attract more
users (Di Pietro and Pantano 2012). 12 However, retailers also need to be educated on
consumer’s attitudes when it comes to social media marketing. A deeper understanding of
how consumers perceive social marketing will help ensure marketing strategies are effective.
Consumer activities of consumption, participation, and production are not related to just one
motivation according to Heinonen (2011), who concluded that consumer activities are a
combination of a variety of motivations

The classic notion of individuals as mere consumers is outdated; consumers can now be seen
as active producers of business value because user generated content is reducing the influence
of traditional marketing tactics (Heinonen 2011). Awareness of consumer’s motives is
important because it provides a deeper understanding of what influences users to create
content about a brand or store. User Generated Content “While social media provides never
ending avenues for communicating, it is the individuals who serve as the influencers not the
technology” (Gonzalez 2010, 23). User generated content produces social currency for
marketers because it helps define a brand. User generated content describes “the sum of all
ways in which people make use of social media, usually applied to describe the various forms
of media content that are publicly available and created by end users” (Kaplan and Haenlein
2010, 61). Therefore, social currency is when individuals share a brand or information about
a brand (Zinnbauer and Honer 2011). Social currency greatly affects brand performance and
is a concept that can be linked to Bourdieu’s (1977) and Coleman’s (1988) idea of social
capital. Social capital is shaped on a personal level and occurs in the relationships among
individuals (Zinnbauer and Honer 2011)

CHAPTER-3

Objectives of the study

54
1. To analyze the effective communication strategy through social networking sites.

2. To study the effectiveness of brand communication through social networking sites from
its users and communicators.

3. To find the impact of interaction through these communication among users (with
reference to Face book, Twitter and Instagram).

4. To undertake SWOT analysis to Aashmaan foundation.

Social Media Marketing for NGOs – Want to learn how to leverage social media marketing
for your non-profit Organization? Our social media marketing solutions can help your NGOs
achieve a high ROI through marketing solutions.

What is Non-profit NGO Social Media Marketing Services?

Non-profit NGO social media marketing services in INDIA turns into the need of the hour for
non-profit organizations that are always overshooting their budgets, exhausting their
resources and trying to find new sponsors for a noble cause. For non-profit organizations that
thrive on donations, volunteers and selfless supporters, social media marketing is the most
cheapest and cost effective marketing strategy.

Social Media for NGOs

Social media for NGOs offers a great chance to show their work to the outside world and to
get into connect with their supporters, their beneficiaries and other people interested in their
work. These profiles do not have the same function as a website though, as they are – as the
name already suggests – much more social. It is important to use this social and interactive
side to engage with the audience and make them a part of the work. Only in this way, social
media profiles have an extra benefit for NGOs.

On social media, you can share pictures, short texts and short videos that give an insight into
your work instantly. You have the chance to get in contact with people who want to know
more and will get direct feedback for your work. You can also network with others working
in your area or with potential donors through your social media profiles. With new tools that
are becoming more common now, it is even possible to directly fundraise through social
media. So, if your NGO has the need to present the work you do to the outside, using social
media channels makes a lot of sense to tap into the potential that lies here.

Why do NGOs need Social Media?

55
Few Reasons why NGOs should be on FACEBOOK

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 Facebook and the many reasons, why NGOs
should have a profile with this social network. Social Media for NGOs always starts with a
Facebook account.

Exposure

Facebook has over two billion users. Signing up for an account for your NGO gives you
potential exposure too 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
Facebook 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. Facebook gives you more chances to share your work throughout your
network and then through the network of your followers.

Direct Connection to your target audience

Sometimes it is very difficult to get a direct connection to the people you want to work with
or the ones you want to inform about your project. Facebook is a great way to get direct
feedback for your work. If you post a picture, people will comment on it. If you post a link to
your website, they will learn more about your project and share their thoughts in the
comments. It is an easy and great way to find out if your project is creating a buzz or if no
one is really interested in your work. You can ask questions and create a direct connection to
your audience – something that is very important to deliver good work.

Facebook for Nonprofits – direct fundraising

You can also use Facebook for direct fundraising from your followers. Recently, Facebook
has introduced a new feature to directly fundraise through their page. But there are also other
ways to increase fundraising with the help of Facebook. You can post links to your
fundraising or crowd funding campaign or just ask for direct donations in one of your
updates.

Great tools – Messaging, Polls, and Feedback

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Facebook offers several tools that you can use to present your work or to ask for funding.
People can send you direct messages; you can prepare polls and have the opportunity to
receive direct feedback for your work.

If you use these tools, you can create a more direct connection to your audience and include
them more closely in your work. People who have already been messaging with your
organization are more likely to donate to your cause.

If you are not sure how to roll out a new program, you can use polls to collect opinions and
develop a strategy with the direct feedback of the people who might already have experience
in this field.

Share your work

Facebook 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 homepage – Facebook is the perfect medium for this. You can share pictures and short
videos of your work and your progress and keep your supporters updated.

If you end up writing an article on your homepage about the progress of your projects, you
can link to this article and make sure that many people read it. Sharing work in progress
makes your followers feel closer to the project and in the long run, makes them more likely to
support it.

Share your events

Facebook has a great feature to plan and share events with your audience. If you have a
fundraiser, an informational event or the inauguration of your project – you can plan and
share this on Facebook and make sure that everybody who needs to know about it gets the
information. You can even directly invite people via Facebook.

Connect with similar organizations

On Facebook, you can easily find other organizations that work in your field. If
geographically or thematically – you can find people who fight the same problems and might
want to partner up with you. Share your experiences and resources to make the best use of
them.

Network

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Networking is very important in the world of fundraising. On Facebook, you can not only
connect with other NGOs that could be potential partners but also with donors, professionals
from your field and potential supporters. When you follow donors on social media, you will
get to know much better what they actually want to fund and where their work leads them.
Sometimes it can be a great way to get into contact when you comment and share posts and
connect this way. Tagging partners and supporters make sure that you extend your network
and let people know about your work and your connections.

Posting pictures and videos

Facebook gives you the possibility to easily post visual media – pictures and videos. These
cannot always be posted to a similar extent on the homepage. If people have a real idea of
your project, they are much more likely to support your project. This is one of the great plus
points of social media for NGOs. Pictures and video are the perfect way to invite people to
take a closer look and understand your project. They are an important tool in storytelling and
create an emotional connection.

Share links about your project

On Facebook, you can also share links in an easy and appealing way. If it is articles from
your own homepage or articles that have been written about your organization or your
projects, you can share them with your audience and let everybody know what great work
you are doing.

Can you think of any more reasons why NGOs should have a facebook page? I am sure there
are more. But before you open your own Facebook page now – think about the time you want
to invest in social media. There are many ways in which a Facebook page can benefit your
NGO, but if you do not have the time to run it, it can also do more harm than good.

Reasons for NGOs to be on TWITTER

Twitter is one of the biggest and most influential social media networks out there. Many
NGOs have a profile there, but before you open a twitter account for your NGO, you should
carefully consider if you have enough time to manage the account.

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You also need to consider the people you want to reach with your social media activities.
Twitter has 335 million users worldwide, but the network focuses more on the news and
newsworthy information. While pictures are always helpful, the network does not rely that
much on pictures. If you have a project that has close ties to an ongoing discussion like
climate change or women’s issues, and you want to be part of the discussion, Twitter can help
you.

Connecting with similar organizations

Twitter is a great place to connect with similar organizations. You can find NGOs that work
in the same field or the same geographical area and network with them. Maybe you can even
find potential partners for cooperation. You can share each other’s posts and tweets and
support each other’s work as a way to create trust and a good base for a partnership.
Exchanging information and experiences always is a great way to learn.

Connecting with potential donors and supporters

The same goes for potential or actual donors and supporters. On Twitter, you can connect
with them, tag them in your posts and get the information they need out there. When you
follow a donor for a while, retweet and comment on their posts and show them that you are
interested in their work, you might have the first foot in the door when you approach them for
support. If you are active on twitter and stay up to date with current developments, you show
potential supporters that you are an expert in your field and want to learn more as you go.

Joining in on discussions

Twitter uses hashtags to categorize tweets. Sometimes, a hashtag about current events is
trending and many people will use it in their tweets. This makes it very easy for people who
join the discussion to find relevant tweets. You can use this for your NGO. Make sure you
monitor trending hashtags and join in on discussions if they are relevant for your
organization. This way, you can show that you are up to date and want to be part of the
change. This shows potential donors and supporters that you really care. Only do this though
if you really have something to contribute to the discussion.

Sharing of current information and news

On Twitter, you can share your own website articles. It is also a great way to share articles
and links that have information about your field of work. This way you educate yourself and

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show supporters that you are willing and able to learn. It also makes sure that you stay up to
date on developments in your field and are able to incorporate this new information into your
project work.

Reasons for NGOs to be on INSTAGRAM

Before you open an Instagram account for your organization, you should consider if you have
enough time and resources to manage the account and if it can help you to achieve your goal
and reach your target audience. It takes time and resources to run a successful Instagram
account, so you should only join this network if you can invest the necessary resources.
Instagram for NGOs can help you to further your goals, but an inactive account with outdated
information can do more harm to your cause than good.

Instagram is a highly visual social network that is based on pictures and videos. It only makes
sense to consider opening an account on this network if you can feed it with pictures that will
attract attention. Think and discuss with your team about this before and find out if this is
something that would work for your organization.

Visuals attract attention

Instagram is a network that is based on pictures. Beautiful pictures of your work and
your beneficiaries are the perfect way to create more interest in your work. Always keep in
mind that a good picture can tell more than 1000 words. You can make sure that your
supporters feel a more personal connection to your project through your visuals. This will
make them more likely to support you in the long term.

Connecting with similar organizations

Like all the other social networks, Instagram is the perfect place to look for like-minded
organizations and to connect with them. You can network with NGOs that work in your field
or your geographical area and maybe even find potential partners for the future. Showing that
you are well connected in your field makes you look like a more reliable partner for potential
supporters as well.

Connecting with potential supporters

Social media in general, but also Instagram, in particular, is a great medium to connect with
potential supporters. Through pictures, people will get to know your project on a much more

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personal level and will be more likely to support you. They can follow a project closely and
create a meaningful connection with your organization.

Get the message about your mission out there

If you use hashtags in a smart way, you can extend your network beyond the people who
already know you and your work and gain new friends and supporters. Although it is very
difficult to share links to content via Instagram, you can include one link to your website in
your profile and lead people there if they want to get more information. If you can manage to
get into the trending images with your contributions, you will gain many new followers that
support your mission from outside your current circle.

Show the human side of your work

By sharing pictures, you can show the human side of your work and make it easier for people
to create an emotional connection with your project. Information and data are important, but
through pictures, people will feel much closer to the project. If you use this strategically, you
can create a following that is very passionate about your cause and can relate.

Social Media for NGOs – YOUTUBE

YouTube is one of the fastest growing networks worldwide. Almost everybody uses
YouTube to watch funny videos, listen to music or to learn new things. But does it also make
sense for NGOs to have a YouTube channel? There are a couple of pros and cons for this that
you should discuss in your team before you think about opening a YouTube channel for your
NGO.

YouTube videos are an amazing way to give great insights into your project. With today’s
technology advances, every Smartphone can produce videos with decent quality and they are
much more engaging than pictures and text only. Videos can give voice to the beneficiaries
and make your project much more real for the viewers. In the end, that is one of the main
goals when using social media for NGOs.

You can also use YouTube to disseminate your project work. Maybe you are teaching a
specific method or approach, and videos could be a great tool to share this with other NGOs
and organizations.

YouTube is also a platform where not many NGOs are represented yet. If you have a great
channel, this could be somewhere where you can shine and be bright. You could also use

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YouTube to connect with beneficiaries and volunteers – people love seeing themselves in
videos.

At the other hand, there is a reason why there are not many NGOs represented on YouTube.
Uploading videos on the platform takes much more than just pointing a phone at the action.
You need to make the videos look professional, edit it, make sure it tells exactly the story you
want to tell and then market it. All of this is a lot of work!

Before you start a channel, make sure you are able and willing to make that commitment. Is
your expected return on investment for this channel worth the effort? Do you maybe have
volunteers to whom you could outsource this process? If you want to use YouTube for your
NGO, you have to be very sure that you can reach your audience with it and that you can
invest the necessary time and resources to run a professional channel.

CHAPTER-4

RESEARCH METHODOLOGY

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Title research

Project Report on Social Media Marketing in Aashman foundation

Research Objectives

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

Primary objective

To know the perception level of social media marketing

To know the awareness level of social media marketing

To know the maximum social activity done by industrialist

To find out the budget spent on social media marketing by respondents in Delhi
NCR

To know the social media marketing activities, which are used by

respondents to promote their product and service

To find out since how long the respondents are doing social media
marketing activities.

To find out how the respondents manage their social media marketing
activities currently

To undertake SWOT analysis to Aashman foundation.

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.

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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 consist 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 websites

Collection Method

The data collection method used in this research is survey method. Here the data are
systematically recorded from the respondents. Face to face informal interviews were done for
data collection. At the end of the questionnaire the visiting card of respective respondent was
taken for reference purpose. Questionnaire is been used as form of research instrument and it
is the interviewer Administered.

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Sample

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

Sampling Method

In our study, we had used judgmental 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.

Limitations of Study

Our study was limited to Delhi-NCR only

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 CHAPTER-5

DATA ANALYSIS & FINDINGS

RESPONSES

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

Yes 81
No 9

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 the traditional way of marketing.

66
 2. Which is the most effective solution for brand promotion?

Options Number of Responses

Social Media 66
Print Media 24

Marie Swift suggests that placing an advertisement in the print media is not the best solution
for brand promotion. The problem with traditional mass advertising according to Marie 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”

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

Maybe

Options Number of Responses

Yes 63
No 9
Maybe 18

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

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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

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

Number of Responses
LinkedIn 18
Facebook 24
Twitter 6
YouTube 15
My Space 3
Most of the above 24

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 Facebook, LinkedIn then YouTube. Many of them are familiar with most

69
of the social networking sites

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

Options Numb of Responses

er
Yes 51
No 24
Depends 15

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

70
the social media marketing with traditional advertising.

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

Options Numb o Responses

er f
Yes 57
No 15
It depends repute the 18
how d
firm is.

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 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.

7. “Social media can be effectively used for various B2C

clients to increase sales.” Do you agree?

Partially

Options Number of Responses Percentage

Yes 63 70%

72
No 9 10%
Partially 18 20%

70% of the people agree with this because most of the people are familiar with
social networking sites and they frequently visit these sites.

8. Which one do you think is the most effective social

networking site for online marketing?

LINKEDIN
TWITTER

FACEBOOK

Options Numb of Responses

er
Twitter 21
Facebook 60
LinkedIn 9

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 It shows that most of the people are familiar with Facebook in comparison with other
sites like Twitter and LinkedIn. Cab providers like Ola Cabs and Taxi For Sure are
more active in Twitter than face book. So it depends on different industries.

9. Do you follow your favourite brands on social

networking sites like Facebook, twitter and LinkedIn?

26%

74%

Options Numb of Responses

Yes 78
No 12

Most of the people do follow their favourite brands in Facebook and twitter to know about 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 Numb of responses

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

27% of people follow their favorite 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 are in marketing

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 CHAPTER- 6
CONCLUSION & SUGGESTIONS

CONCLUSIONS
Social media is working more as a search engine these days because people trust people rather
trusting companies. Also people think that it would be cheaper to buy from the people directly
rather than going to the company website. 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 awhile.

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 Facebook, if a person species
that his area of interest is interior designing; his home page 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 business owner, 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, 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 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 with 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 platform for business development.
Likewise although Facebook is considered as a medium for personal space, it is changing at a

76
rapid pace to cater to the needs of businesses as well. More companies are trying to market their
products through Facebook. 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 customize 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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SUGGESTIONS

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 Face book, 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. An important thing to be kept in mind is that when we say one in every
seven people are on Face book, 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
(Wakolbinger, ). 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.

The online presence of firms must be frequently updated and it must be linked with each other
and with the company website. It must be maintained well and only relevant posts must be updated.
Small businesses should embrace this wonderful technology and reap the benefits of being on the
social media for marketing.

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ANNEXURE

79
 BIBLIOGRAPHY

Websites

1. https://prospacetechmedia.com/
2. www.wikipedia.org
3. https://www.socialmediatoday.com
4. https://avivdigital.in
5. https://www.forbes.com
6. http://www.academia.edu/
7. http://www.studymode.com/
8. https://www.bluecorona.com/
9. http://businessdirectories.com/
10. http://www.aasmaanfoundation.org/

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 QUESTIONNAIRE

Dear Respondent,

We are students of MIMT, Knowledge Park, GREATER NOIDA. As a part of our

curriculum, we are preparing a research project on the title, “Awareness of Social Media
Marketing in Delhi NCR”. For fulfilling the research requirements we request you to
answer the following question and help us in our work. We ensure you that the answers given
by you will be kept confidential & use for academic purpose only.

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?

#YES

#NO

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

#SOCIALMEDIA

#PRINTMEDIA

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

#YES

#NO

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 #MAYBE

4. Which social networking site are you most familiar with

#LINKEDIN

#TWITTER

#FACEBOOK

#YOUTUBE

#MYSPACE

#MOST OF THE ABOVE

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

#YES

#NO

#DEPENDS

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

#YES

#NO

#IT DEPENDS HOW REPUTED THE FIRM IS

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

#YES

#NO

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 #PARTIALLY

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

#TWITTER

#FACEBOOK

#LINKEDIN

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

#YES

#NO

10. If yes, why do you follow them?

# Just because you like that brands

# You are very keen to know about their new offerings

# To know how good they are in marketing

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84