A Report

On

Summer Internship

By

Bani Tomar

MBA IV Semester

FMS Wisdom

Banasthali Vidyapeeth

SOCIOCLOUT-An Influencer Marketing Agency

Submitted To

Prof. Pawandeep

Acknowledgement

I would like to express my sincere gratitude to everyone who has contributed to the success of the my
completion of this MBA Internship. This report is the result of my internship experience, and I am truly
grateful for the support and guidance I have received throughout this journey.

First and foremost, I would like to extend my heartfelt thanks to my Manager, Ms Vishnupriya Chopra, at
Socioclout. Her valuable insights, constructive feedback, and continuous encouragement were
instrumental in enhancing my learning experience during the internship and in shaping this report.

I would also like to express my gratitude to Prof. Pawandeep my project guide at Banasthali Vidyapith, for
their expert guidance, suggestions, and support throughout the course of this project. Their expertise
and knowledge greatly contributed to the development of this work.

I am also grateful to my family and friends for their unwavering support, understanding, and
encouragement throughout the course of my internship and during the preparation of this report. Their
constant motivation has been a source of strength for me.

Lastly, I would like to thank all those who contributed directly or indirectly to the completion of this
project. Their help and encouragement have been invaluable.

Thank you all.

 Abstract

This report presents an overview of my five-month internship experience in the field of influencer
marketing at Socioclout. The primary objective of this internship was to gain practical insights into the
strategies, tools, and techniques used to drive brand awareness, engagement, and conversions through
influencer partnerships apart from these i was also able to get ahold of various other skills while the
practical revelation of the role like;Influencer Outreach,Relationship management,Analytics etc.

Throughout the internship, I was actively involved in various aspects of influencer marketing campaigns,
including identifying potential influencers, managing relationships, negotiating terms, and tracking the
performance of influencer collaborations. I contributed to the planning and execution of several
marketing campaigns, focusing on all categories of influencers A-listers,Mega,Macro,Micro and Nano
influencers across various social media platforms, such as Instagram, YouTube.

Not only this i was also involved in alot of campaigns to do with A&M Business.

A key focus of the internship was understanding the impact of influencer marketing on consumer
behavior and brand perception. Through data analysis and performance metrics, I gained insights into
the effectiveness of different influencer partnerships and how these collaborations influenced audience
engagement and sales.

This report details the skills and knowledge I acquired during my time as an intern, including the
development of digital marketing strategies, content creation, and influencer management. The
experience also provided a deeper understanding of the dynamic nature of the digital marketing industry
and the growing importance of social media influencers in shaping consumer decisions.

In conclusion, my internship in influencer marketing has significantly enhanced my practical

understanding of the field, and I have developed skills that will be valuable for a future career in digital
marketing.

Introduction

What is Influencer Marketing?

Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity
endorsement and places it into a modern-day content-driven marketing campaign. The main
differentiator in the case of influencer marketing is that the results of the campaign are collaborations
between brands and influencers. Today, authenticity, niche engagement, and trust are the new
currencies in an increasingly saturated digital landscape.The influencer ecosystem is evolving, and brands
that fail to adapt risk being left behind.

What is an Influencer?

Influencer marketing involves a brand collaborating with an online influencer to market one of its
products or services. Some influencer marketing collaborations are less tangible than that – brands
simply work with influencers to improve brand recognition. So, what is an ''online influencer?'' It's
someone who has an online presence and a significant following on their platforms. They have built a
connection with their audience and have the power to sway their opinions and behaviors. Influencers
typically specialize in a particular niche, such as fashion, beauty, travel, food, etc. Their audiences are
interested in their niches, which allows brands in that industry to leverage the influencer's reach to
market their products.

What does an influencer marketing deal look like?

Such a partnership often combines these two models:

An influencer is paid a flat rate per post to feature a product or service. This is known as a brand deal.
The flat rates can be three to five figures, even for an influencer without millions of followers or a global
profile. Celebrities can charge six figures or more per post.

An influencer posts about a product or service, with a link to a purchase gateway. Every time a viewer
buys the product by clicking through the link or using a promo code, the influencer earns an affiliate
commission.

Types of Influencers

Influencers come in five different sizes—nano, micro, medium, macro, and mega—depending on how
many followers they have:

Nano influencers have fewer than 10,000 followers.

Micro influencers have from 10,000 to 50,000.

Medium influencers have from 50,000 to 100,000.

Macro influencers have more than 500,000.

Mega influencers breathe rarified air: they have over one million followers.

Scope of Influencer Marketing

Influencer marketing is a rapidly growing industry in India, fueled by the increasing penetration of social
media and the growing popularity of online shopping. According to a report by Influencer.in, the
influencer marketing industry in India is expected to grow to $75 million by 2023.

In India, social media platforms such as Instagram, YouTube, and TikTok are popular channels for
influencer marketing, with influencers across various niches such as beauty, fashion, travel, food, and
technology. In addition, regional language influencers are also gaining popularity, as they are able to
connect with audiences in their native language.

Influencer marketing is being used by a range of industries in India, including fashion, beauty,
technology, and consumer goods. One notable trend is the growing use of influencer marketing by
smaller and regional brands, as they seek to reach new audiences and compete with larger, more
established brands.

The Indian government has also taken notice of the growing influencer marketing industry, and has
introduced guidelines for influencers to disclose sponsored content and ensure transparency. This has
helped to build trust and credibility with audiences and ensure that influencer marketing is viewed as an
authentic and reliable marketing tool.

The scope of influencer marketing in India is vast and growing rapidly, with increasing opportunities for
brands to leverage the power of influencer marketing to reach and engage with their target audiences.
As the industry continues to evolve, it is likely that we will see even more innovative and effective uses of
influencer marketing in India.

Influencer marketing is particularly well-suited to the Indian market, as it allows brands to tap into the
country’s diverse and rapidly growing digital audience. India is the world’s second-largest internet
market, with over 700 million internet users, and social media platforms are widely used across the
country.

In addition, influencer marketing allows brands to reach niche audiences and target specific
demographics, which is particularly important in a country as diverse as India. For example, regional
language influencers can help brands reach audiences in specific parts of the country, while niche
influencers in areas such as food, travel, and beauty can help brands connect with highly engaged and
passionate audiences.Another factor driving the growth of influencer marketing in India is the increasing
popularity of online shopping. As more and more consumers turn to e-commerce platforms to purchase
products and services, influencer marketing can help to drive sales and build brand awareness in this
space. Finally, the rise of homegrown social media platforms such as ShareChat, Roposo, and Josh has
also contributed to the growth of influencer marketing in India, as these platforms provide new
opportunities for brands to reach and engage with audiences.

In summary, the scope of influencer marketing in India is vast and growing rapidly, with increasing
opportunities for brands to connect with highly engaged and diverse audiences. As the industry
continues to evolve and mature, it is likely that we will see even more innovative and effective uses of
influencer marketing in the Indian market.

The growth of influencer marketing in India has also led to the emergence of a number of influencer
marketing agencies and platforms. These companies offer a range of services, including influencer
discovery, campaign management, and measurement and analytics.

In addition, many of these agencies and platforms have developed their own proprietary technologies
and algorithms to help brands identify the most relevant and effective influencers for their campaigns.
This can include factors such as audience demographics, engagement rates, and past performance.

Furthermore, the emergence of influencer marketing has also created new opportunities for influencers
themselves. Many influencers in India have built large and highly engaged audiences, and are now able
to monetize their social media presence through brand partnerships and collaborations.

Overall, the scope of influencer marketing in India is vast and multifaceted, encompassing a wide range
of industries, channels, and audiences. As the industry continues to evolve and mature, it is likely that
we will see even more innovative and effective uses of influencer marketing in the Indian market, with
brands and influencers working together to build authentic and engaging campaigns that resonate with
audiences.

Profile of the Organisation

Socioclout is an Influencer Marketing Agency formed in 2018 by Mr Bitesh Singh with operational
workspaces in Gurugram and Mumbai and a workforce of 150+ employees.

Our CEO Bitesh Singh is a self-motivated leader who has a zest for entrepreneurship that drives the
organization to excel in serving the client. He analyzes the market closely to ensure that new-age
solutions reach the audience in the simplest form, and connects with the audience easily. He has been
proactive in making concepts like influencer marketing, content marketing, meme marketing, and more
find their targeted calling in the easiest ways. His passion for all things digital and starting an Influencer
Marketing agency eventually led to the creation of Socioclout. They have a large pool of clients some of
them are; Havmor,Flipkart,Muthoot Fincorp,Britannia,Hero,Suzuki,Fanta,Costa Coffee and many more.

The Milestone of Socioclout as an organisations is to become a 360 Integrated Marketing Agency.

The company has a vast area of work Socioclout as an agency has vast roots in various platforms like
Instagram,Youtube,Twitter,Linkedin,Josh etc.

INSTAGRAM

Influencer marketing utilizes the voice of influencers to spread the brand messaging in an interactive
manner. Influencers are internet personalities with an active social media following specific to their
genre and content style. The influencers who are highly popular in their genre and influence their
audience’s choices and decision-making are also referred as the Key Opinion Leaders (KOLs). At
SocioClout, they manage a vast network of 1,00,000 + influencers, which is detrimental in helping brands
achieve their marketing objectives.

The influencer network is spread across the following genres, and more:

• Lifestyle / Fashion Influencers: Influencers from the Lifestyle and Fashion genre create visually
appealing content to build an aspirational value for the brands.

• Tech Influencers: With their expertise and understanding of tech products, these influencers
help their audience make informed decisions.

• Travel Influencers: Travel influencers share about their experiences in different places, and
inspire their audience to go through the same.

• Fitness Influencers: Fitness enthusiasts share snippets from their fitness regimen, and
 encourage their audience to make fitness a way of life.

• Culinary Experts: Culinary experts share delicious recipes for their audience to try and enjoy.
They also visit different food outlets, and share their reviews.

At SocioClout, every influencer is selected based on an in-depth understanding of their content style,
audience demographics, and engagement rates. This ensures that every campaign connects effectively
with the target audience.

Backed by genre-specific influencers, they emphasize the relevance of regional influencers for strategic
localized marketing. These influencers bring the element of authenticity and creativity in their marketing
approach. Be it a fashion personality in Paris or a technology creator in Silicon Valley, SocioClout makes it
a point that the selected influencers are not only limited to being experts in their domain but also are
well-known in their respective communities.

SocioClout’s strategy abides by an inclusive vetting process to make sure that every influencer’s values
match the brand’s aura and taste. This alignment helps build genuine connections between the brand,
the influencer, and the audience. Moreover, SocioClout puts into place advanced analytics that
determine the campaign performance in real-time, giving way to effortless adjustments to accentuate
the engagement metrics and return on investment.

That is why, their influencer campaigns match not only brands with influencers, but they are also about
striking meaningful partnerships through unique concepts and storytelling. That is how the brand
objectives are fulfilled. At SocioClout, brands are not only running campaigns; they are also making
lasting brand awareness that resonates throughout the social media landscape.

TWITTER

Influencer marketing on Twitter, now ‘X’ involves partnering with X accounts that communicate the
brand’s horizon of interest. They indulge in the creation of brand-sponsored content, also referred to as
X posts (earlier ‘tweets’). These posts (tweets) are often created around trending moments/topics to
stand out in the X Trends, further allowing the brands to derive maximized exposure in the form of
higher engagement. Relevant hashtags are used to achieve this objective. Marketing on X casts a strong
impact on the middle of the funnel, taking the target audience towards the consideration stage.
Socioclout help brands reach their goals on X (Twitter) with services such as X Trending, and Premium X
Seeding, amongst other integrated services.

Their strategy for influencer marketing on X stands as a foundation for our comprehensive social media
strategy. It takes into account the dynamic and conversational capabilities of the platform – which makes
use of ongoing trends to strengthen brand messaging smoothly. They realize the unique ecosystem of X,
and how it plays a significant role in influencing consumer behaviour at the consideration stage.

Following are the things that made marketing on Twitter Effective:

Exclusive Community of Gen Z Influencers

The key to their X strategy is our exclusive community of Gen Z influencers. Their audience segment is
well connected to tech and media, and responds very well to their content. Relatable memes,
communication threads, and reels are popular content types made by the GenZ influencers.

X (Twitter) Trending Activity

One of their most loved services by brands is X Trending activity. They have a keen eye for detail for the
ongoing X Trends, and over the years have earned expertise in shaping them – to help brands achieve
the campaign objectives. By trending campaign hashtags, they help brands reach a wider audience for an
agreed timeline.

Meme Pages and Community Engagement

Recognizing the virality aspect of humor-led posts, they collaborate with popular meme pages and
community-oriented influencers. They are instrumental in shaping public opinion and trends among
younger audiences on X (Twitter). By integrating brand messaging with humorous posts, the chances of
the posts getting shared organically increase alongside forming a positive brand collaboration.

Premium X (Twitter) Influencers Seeding

Socioclout's service extends to seeding content with premium X (Twitter) influencers. These influencers
have a good following, as well as are known for their valued opinions within their respective niches. Be it
technology, lifestyle, fashion, or entertainment, our team connects brands with the relevant voices that
resound their values system and messaging, in a credible manner.

Lastly, the strategy at SocioClout is about creating brand awareness, alongside forming meaningful
engagements with the audiences, and subsequent actions. Through the efficient use of X (Twitter)
influencer marketing, they help brands transform in the digital landscape while staying relevant and
influential.

Socioclout has another vertical of servcies which were recently launched "Creatorsclout", "Social Naari",
"Social Trends".

• Creatorsclout: This is a new vertical formed to expand into the field of talent acquisition.
Socioclout is testing the water by recruiting various influencer in the ever-growing wing. Having
achieved several goals in the field of influencer marketing, this is the next step to getting us
closer to the top.

• Social Trends: SocioTrends is a space that aims to follow rising and falling marketing trends,
focusing majorly on the digital market. It is a property that reports transparently on trending
news, offers an opinion that welcomes discussion and debates, and encourages trend-setting.

• Social Naari: SocioNaari was created with the aim to create a platform for celebration, discussion
and news dissemination of everything and anything related to gender equality. This brand of
feminism is not limited to women, although it is the primary focus, instead, it is to encourage
any action that decreases the gap between genders in every social space.

The Job at a Glance

I joined Socioclout on 15th May'24 as a 'Management Trainee-Influencer Marketing'. This opportunity

was given to me by the campus drive at Banasthali Vidyapith.

An Influencer Marketing Intern plays a key role in supporting a brand's influencer marketing strategy by
assisting with various tasks related to identifying, engaging, and managing relationships with influencers.
My responsibilities typically focused on helping the team execute campaigns and build partnerships,
while gaining experience in social media, marketing, and communication. Here’s a detailed breakdown of
the job role:

• Research and Identification of Influencers

1. Finding the Right Influencers: I had to assist in identifying influencers who align with the brand's
target audience and values. This included researching influencers on various platforms
(Instagram, Linkedin, YouTube, etc.) and analyzing their content, audience demographics,
engagement rates, and relevance to the brand.

2. Data Collection: Collecting data about influencers such as follower count, engagement rate,
previous brand collaborations, and niche to create an effective influencer list.

• Assisting with Influencer Outreach and Communication

1. Reaching Out: I was responsible for reaching out to influencers or their managers via email,
direct messages, or other communication channels. I helped draft outreach emails and negotiate
terms for partnerships.

2. Building Relationships: Maintaining and fostering relationships with influencers through regular
communication, ensuring they feel valued and motivated to work with the brand.

3. Follow-up: Following up on influencer inquiries or responses, ensuring all influencers are on the
same page regarding campaign expectations.

• Campaign Support

1. Assisting with Content Creation: Helping coordinate the creation of sponsored content (e.g., blog
posts, social media posts, videos) by providing influencers with guidelines or creative assets.

2. Campaign Management: Supporting the execution of influencer campaigns by tracking timelines,

deliverables, and any required approvals.

3. Scheduling Posts: Helping plan and schedule posts from influencers based on campaign timelines
and optimal posting schedules.

• Monitoring Campaign Performance

1. Tracking and Reporting: I helped monitor the performance of influencer campaigns by tracking
key performance indicators (KPIs) such as engagement rates, click-through rates, impressions,
and conversions.

2. Analytics: Analyzing campaign data using tools like Google Analytics, Instagram Insights, or
influencer marketing platforms to assess the success of influencer partnerships.

3. Reporting: Assisting in compiling and presenting performance reports to the marketing team or
 management, offering insights into what worked and areas for improvement.

• Social Media and Community Engagement

1. Engagement Support: Monitoring and engaging with influencer posts to ensure they align with
brand messaging. This might involve liking, commenting, or resharing content to the brand's
official social media channels.

2. Building Brand Advocacy: Encouraging influencers to create genuine, authentic content that
resonates with their followers, fostering trust and credibility with the brand’s target audience.

• Administrative Support

1. Campaign Coordination: Assisting with the logistics of influencer campaigns, including sending
products, tracking contracts, managing payments, and ensuring compliance with brand
guidelines.

2. Data Management: Maintaining and organizing influencer databases, campaign calendars,

contracts, and other related materials.

3. Documentation: Keeping track of influencer agreements, tracking paid campaigns, and ensuring
deliverables are met.

• Industry Research and Trend Monitoring

1. Staying Current: Keeping up with the latest trends in influencer marketing, social media
platforms, and emerging influencers. I had to provide insights about new influencer
opportunities and potential trends to explore.

2. Competitor Analysis: Researching and reporting on what competitors are doing with influencer
marketing campaigns, offering suggestions for improvements.

• Collaboration with Other Teams

1. Working with Marketing and PR: Collaborating with the wider marketing team, product teams,
and public relations departments to ensure the influencer campaign aligns with the overall
marketing strategy.

2. Creative and Strategy Teams: Working alongside creative teams to develop compelling assets,
from images and videos to written content, ensuring it resonates with both influencers and their
audience.

• Learning and Development

1. Skill Development: As an Influencer marketing interns i gained exposure to various areas of

digital marketing, data analysis, campaign strategy, and social media best practices. I received
mentorship to help develop professional skills in these areas.

2. Feedback and Growth: Receiving feedback on work and applying it to improve influencer
marketing practices and techniques.
Overall, as an Influencer Marketing Intern i played a supportive yet critical role in the success of
influencer campaigns, contributing to strategy, execution, and performance analysis. This internship
provided a hands-on opportunity to gain valuable skills in digital marketing, brand management, and
social media engagement.

Detailed experience of the job

During my internship at SocioClout, I actively participated in various influencer marketing campaigns. My

responsibilities included:

Campaign Planning: Assisting in identifying target audiences, selecting suitable influencers, and
developing campaign strategies.

Influencer Outreach: Building relationships with influencers, negotiating partnerships, and managing
communication.

Content Creation: Collaborating with influencers to create engaging content that aligns with brand
messaging and campaign objectives.

Campaign Execution: Overseeing campaign execution, tracking performance metrics, and providing
regular updates to the team.

Post-Campaign Analysis: Analyzing campaign results, identifying key learnings, and generating reports to
optimize future campaigns.

Through this internship, I gained hands-on experience in the influencer marketing industry, developed
strong communication and project management skills, and contributed to the success of multiple
campaigns.

The first campaign that i did was for Induslnd Bank. This campaign aimed to increase brand awareness
and engagement through the power of dance

We collaborated with 40 popular dance influencers to create short, captivating dance reels featuring a
unique hook step. These influencers shared their reels on Instagram, reaching a wide audience and
encouraging user participation. By leveraging the influence of these dance personalities, we successfully
amplified the bank's brand message and generated significant buzz on social media. From scouting for
the right kind of influencers who matched the brand's brief, negotiating with them, making sure that the
videos were posted on time and finally getting the payments aligned for the campaign was all done by
me.

Next came Muthoot Fincorpone, this was the biggest campaign i did during the tenure of 5 months.

Muthoot had onboarded Shah Rukh Khan as its brand ambassador and a TVC was made along with him
to promote the Gold Loan they had launched.

This campaign gave me the opportunity to work with a wide range of influencers across India, not only
on instagram as a platform but also linkedin.
Creators like RJ Kisna, Danish Sait, RJ Naved,Nitesh Rajput and many more across genres like
lifestyle,comedy,entertainment,tech and dance were a part of this campaign.

For linkedin i got to collaborate with a large scale of entreprenuers.

This was the first campaign that i did on my own and it helped me learn alot about the influencer
marketing segment.

By the end of this campaign, we collaborated with A&M Business pages like Mad over
Marketing,Afaqs,Social Samosa and Logical Indian etc to help the audience in getting to know the impact
that the influencers had created in the mind of the people.

McCain is a very popular brand and the next one i worked on.The objective was to promote McCain's
association with the MasterChef India show on Hotstar.

To increase visibility and generate excitement, we partnered with popular marketing pages to create
engaging content. This included social media posts, articles, and other digital assets that highlighted the
partnership and encouraged viewers to tune into the show. By leveraging the reach of these marketing
pages, we effectively reached a wider audience and strengthened McCain's brand association with the
show.

Next,I was involved in a strategic partnership with Hero MotoCorp and Suzuki India to enhance their
brand visibility and reputation through targeted media outreach. The primary goal was to secure high-
quality articles on A&M Platforms, a leading industry publication.

To achieve this, we conducted in-depth research to identify relevant story angles and key messaging
points. We then crafted compelling press releases and pitch letters that highlighted the unique value
propositions of both brands. These materials were strategically distributed to key journalists and editors
at A&M Platforms.

By leveraging our strong industry relationships and effective communication strategies, we successfully
secured the publication of several articles that showcased the latest advancements, initiatives, and
achievements of Hero MotoCorp and Suzuki India. These articles contributed to positive brand
perception, increased media coverage, and generated significant industry buzz.