A project report submitted as a part of the requirements for the degree of master of business administration
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A PROJECT REPORT SUBMITTED AS A PART OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION Submitted By: Under the guidance of Project Guide Project Mentor Dr. Pravin Kumar Denver Mascarenhas Deputy Director Team Lead
on the topic “Study of the Social Media Landscape and Strategic planning in achieving Social Media Positioning and engagement for the Brand” Using Digital Marketing & Marketing Activities under my guidance. Name of the faculty: Dr. Pravin Kumar Signature: Date: TURNITIN REPORT 
TABLE OF CONTENTS:
Company Details : Amura Marketing Technologies Pvt Lmt: Amura Marketing Technologies Pvt. Ltd. is a digital marketing agency that specializes in marketing. It provides the digital solution to the clients. It works in different digital platform like facebook, twitter, Instagram, etc. 50+ Real Estate Brand associated with company. Amura started dealing with other areas’s clients also like Groupool, Holachef, etc. Its network spread in different parts of the country including Pune, Mumbai, Hyderabad, Chennai, Bangalore and NCR. Clients from different parts of the country have selected even from Kolkata like Shapoorji Pallonji. 5 Years of Real Estate Expertise and 9 Lac man hours invested in Real Estate Marketing. Only company in India to successfully launched Real Estate Projects as exclusive Digital Launches. Have Custom Built India’s most advanced Sales & Marketing Automation Tool exclusively for Real Estate. 4000 Cr worth inventory moved in a year. Major Contributor towards Real Estate Digital Advertising Spends. Amura has executed award winning digital media campaigns for Real Estate brands. Amura’s product - Sell.Do
Main Function of Sell.Do: PROJECTS’ OBJECTIVES:
Project Implementation in Amura: Report Execute PLAN Process Flow & Allied Tasks: ASSIGNMENT 1: Study of the Social Media Landscape in Real Estate Client – Shapoorji Pallonji Agenda : Sales Pitch • Introducing Amura • Case Studies • Social Media & Real Estate • Digital Landscape and Online Behaviour • ORM Audit • Competitor Analysis • Content Strategy • Campaign • Team
• Commercials Listen Social Media Strategy Discover Advocate Engage Social Media Analysis – Client : SPRE
Platforms Available in social media : SAMPLE : Client name – Shapoorji Pallonji Below has is the analysis of different social media platform. And we can see that maximum no of hits coming from Twitter.
Share of Voice - Competitors 
Platform-wise Followers & Engagement Client is shown what is its current status in different social media platform? and what the status of competitor. SAMPLE: A sample is shown in below figure.
From above it can be concluded that TATA Housing is focus more on CSR activities. Its posts in social media mainly signify that brand more towards the welfare of the society. 2)
Godrej focus more on lifestyle. CSR activities also included. Website Analysis of clients and compititor :
Recommendation to the client: Insights – What We should Do! • Frequent posting visually attractive creative • Facts & Credible Information • Human Sentiment and Connect • Nature & Environment • Community Building Initiatives • Family time • Rejuvenation and Discovery
• Legacy of 150 Years • Trusted Institutional Values • Quality Leader • Innovation in Industry • Corporate Reputation • Responsibility towards Community • Customer Centricity Campaign Building: Brand Campaign Concept - #iBuildIndia • Setting a context for brand vision, mission & contribution • The main pointers to be included in these are Excellence, Knowledge and Quality • Focus on the brand’s contribution to building India in the context of iconic real estate projects • Creates a platform for people stories, through ‘I build India’ on an emotional level • An India builds on the positive contribution and beliefs of the people • Interconnect between the brand’s philosophy of ‘Building India’ and individuals who helped/ help build India on their respective individual level • Annual Awards that appreciate a positive Contribution in the real estate. • Appreciate individual contribution to society
• The campaign aims at highlighting the achievements and milestones for the Brand #NeverStop - brand believes in tirelessly adding on to its achievements instead of being satisfied with the ones accomplished so far • The challenge is to outdo the benchmark set by the brand itself • A Promise to keep going with more vigour and momentum like the past 150 years • Reiteration of the never stop concept with a marathon (Either Public or Specifically across Shapoorjis Internal and external stakeholders) • Digital tie up with fitness apps like Runtastic for people to crowd source and be a part of this event • We rope in achievers from different areas of expertise for this campaign 
Assignment No. 2: Yashada Realty Group: Mother’s Day Engagement Plan (May 2016) 
Which quality of your mother makes her a #MomInAMillion? So we have come up with this engagement series which can convey a series of messages around Mother’s Day to our TG and builds a good sentiment around the Brand And its Project.
Improving actions in form of Likes/Shares/Comments/ Tagging to amplify the brand voice.
Post promotions/Sponsored posts will give the initial post reach better momentum to work via an organic volume to reach a wider audience/ TG
Create a positive brand sentiment and throw Positive light on our brand “Yashada Realty Group”
Support lead generation activities, as engagement on facebook will deliver higher CTR’s during lead generation campaigns as digital brand recall Emotional Series: The series will talk about the different qualities of a mother which makes her a #MomInAMillion Trending Occasion: On the occasion of Mother’s Day on 8th May, the series has the capability to relate with our TG on a emotional level and create a good sentiment around our brand “Yashada Realty Group” Contest: As it will be an interactive series, we will be sharing posts with a few qualities of a mother so that our TG can choose from the options to comment or react with that specific emotion Engagement levels: We can expect a good reach and engagement on social media platforms like Facebook and Twitter. Sample Posts: 
After Campaign Analysis: (Engagement and Budget) Yashada Realty Group Mother’s Day Posts Boost Budget and Reach Total Budget Required: INR 5000 Total Posts : 2 Target Group: 25 yrs + Geography: Pune +30 Miles Engagement Post Budget: INR 2500 each post Estimated Daily Reach: 8000 - 14000 per post Estimated Daily Actions: 300 - 500 per post Client Audit The spends report reflects a very highly engaging campaign. A reach of 44,878 and 4,488 actions form the two posts in a span of three days with a cost of INR 1.11 Per action truly reflects that the campaign has performed exceedingly better than market averages. (Actions reflect the total Likes+ Shares + Comments) The campaign around the special days in a year helps the brand to engage with their TG and create a positive sentiment. 
Total 85 new page likes are gained in a span of three days while 2 followers have unlike the page. First Post on 6th May 2016: Facebook Budget: INR 2500 Cost Per Engagement - INR 1.07
Reactions: 45 Shares: 10
Post boosting for Wider Reach has ensured that the brand is visible to a larger audience and has drawn in keen interest. Market Positive sentiment and brand recognition will build through persistent efforts. The Main Objective of any social media campaign is to create a buzz and build engagement objectives, which has been achieved well through the campaign. Page Likes have increased the Quantitative quotient that supplements Qualitative engagement. The #MomInAmillion Campaign can be kept as an example of how the Yashada Realty page can gain engagement over a similar event in near future. Assignment 3: Spenta Case One of the leading Real Estate Developer in Mumbai Incorporation in 1989 under the leadership of Aspan Cooper, Farshid Cooper & Anaisha Cooper Transforming over 12 million square feet of Mumbai into iconic residential towers, office spaces, housing complexes and shopping arcades. Iconic projects at prime locations in Mumbai like Chembur, Andheri, Matunga, Juhu and many more
Frequency of posting done on company page : Medium (Every 2nd or 3rd day) Types of posts –
Hashtag used - #TeachingTree #MindSpace #TeachForIndia #HolidayChecklist Sample Post:
Facebook : https://www.facebook.com/LodhaGroup/?fref=ts Frequency of posts done on company page : Medium ( daily to every 2-3 days) Likes:16030 Types of posts –
OBEROI Realty: Facebook Posts : https://www.facebook.com/oberoirealtyofficial?fref=ts Frequency of posts done on company page : Medium ( every 3rd or 4th day)
Hashtags Used : #OberoiRealty #ThreeSixtyWest #FutureintheMaking #Iconic #LuxuryLiving #Perfection #RitzCarlton #RealEstate #Home #TheGreaterLife #Eternia #MumbaiMetro #CommerzII#Eternia & #Enigma#Exquisite #ArchitecturalMarvels #Priviera
Social contributes nearly 5% to the website traffic indirectly contributing to the lead generation activity. Rustomjee Spaces: Facebook Posts: https://www.facebook.com/rustomjeespaces Frequency of posting done on company page : Medium(Every 2nd or 3rd day) Types of posts –
Hashtags used - #Myspaces #FamilyTime #UrbaniaSummerFest #RustomjeeUrbania #LiveHighToDiscover #Thoughtful #FamilyTime
Most of the Rustomjee social posts do not consist links of their website due to which social merely contributes 0.17% to the website traffic Campaign Execution: The campaign showcases 25 highlights of the brand over the span of 25 years Through this we can celebrate the brand philosophy, achievements, consumer satisfaction etc. It will communicate the brand effectively in all verticals and will educate the TG about the brand The series will reflect the journey of the brand under the hashtag #SilverCelebrations The series will showcase the highlights of the brand such as
Important events & milestones #HappinessWithSpenta / #CelebrateWithSpenta- Contest Objective: To gain engagement from our TG and to build positive sentiment about the brand. The contest posts will bear spenta branding and theme colour to helping for brand recall. Execution:
Parameters of Engagement Tagging, Sharing, Likes and Comments Contest Extension Online / Offline Once the campaign ends we can collate all participants selfies in yellow and add them to the yellow blocks in our Spenta logo We will make social covers and keep the image for open tagging by the participants to amplify reach and virility This is Optional for offline to ad the logo with people to Print and Hoardings (All Subject to Legal Clearance) This can provide great Brand Mileage and Brand Awareness Assignment 4: Competitor Analysis of Delhi-NCR-Kolkata
Detail analysis done for every platform- likes, followers, etc. 
ORM of Akshaya: Client: Akshaya
Total Sentiments - 14 Total Positive + Neutral Sentiments Percentage - 92.8 % Total Negative Percentage - 7.2 % Assignment No 5: SWOT Analysis of Groupool: Social Media Environment:
Social Presence: Facebook - Likes (1099) (https://www.facebook.com/groupool.in) •Twitter - Followers (71) (https://twitter.com/groupool_in) •Google + Followers (1) (https://plus.google.com/u/2/115376756990563491520) •Instagram - Followers (5) (https://www.instagram.com/groupool/?hl=en) Social Media SWOT Analysis: Strength-
Opportunities-
Weakness-
Threats-
Social Media Content Strategy Analysis Facebook - While there is consistency in brand design templates on social media and a fair mix of Interest based content for the TG. The Themes need to be revisited and refined in order to gain engagement which is minimal. Improving TG Interest and Engagement together with Curiosity and FB Page traffic depends on Regular Engagement Series and Contests via campaigns every alternate month. Content Sharing can be promoted via experimenting with a mix of interest based posts Twitter - Twitter Cross promoting is not gaining enough reach and impressions due to lack of optimization with Handle mentions of Influencers, Trending hashtag usage and absence of retweeting News and Events that are trending. LinkedIn - Curation and propagation on Linkedin should be of lesser frequency and relevant to Organizations internal and external stakeholders. Cross promotion of all posts may prove to reduce interest in the brand. Google+ : Cross Promotion is the Right way and being done as this is more a SEO Driven platform Instagram : Require to be present on Instagram to engage the TG with Visuals and thus open opportunities for Insta in Media Plans during campaigns. Comparative Analysis:
Findings & Recommendations: Website
App
INTRODUCTION TO GOOGLE ANALYTICS: Google Analytics is a freemium web investigation administration offered by Google that tracks and reports site traffic. Google propelled the administration in November 2005 in the wake of gaining Urchin. It is presently the most generally utilized web examination benefit on the Internet. Google Analytics is executed with "page tags", for this situation called the Google Anaytics Tracking Code, which is a bit of JavaScript code that the site proprietor adds to each page of the site. The code keeps running in the customer program when the client peruses the page (if JavaScript is empowered in the program) and gathers guest information and sends it to a Google information accumulation server as a major aspect of a solicitation for a web beacon. The code stacks a bigger JavaScript document from the Google webserver and afterward sets variables with the client's record number. The document does not as a rule must be stacked, notwithstanding, because of program reserving. Expecting reserving is empowered in the program, it downloads ga.js just once toward the begin of the visit. Besides, as all sites that execute Google Examination with the ga.js code utilize the same expert record from Google, a program that has beforehand gone by whatever other site running Google Analytics will as of now have the document reserved on their machine Notwithstanding transmitting data to a Google server, the code sets cookies on every guest's PC. These cookies store mysterious data, for example, whether the guest has been to the site before (new or returning guest), the timestamp of the flow visit, and the referrer site or battle that guided the guest to the page (e.g., web search tool or a search engine, essential words such as keywords, banners, or e-mail). 
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