A project report submitted as a part of the requirements for the degree of master of business administration



Yüklə 109,1 Kb.
tarix01.11.2017
ölçüsü109,1 Kb.
#26545





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

SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES (SIMS)

CONSTITUENT OF SYMBIOSIS INTERNATIONAL UNIVERSITY

July 2016

DECLARATION BY STUDENT
I hereby declare that the projects entitled Study of the Social Media Landscape and Strategic planning in achieving Social Media Positioning and engagement for the Brand” submitted for the MBA degree are my original work and the projects have not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles.
Name of the student: Neha Joshi
Signature of the student:
Place:
Date:

CERTIFICATE OF THE GUIDE
This is to certify that Ms Neha Joshi, PRN 15020441155, has completed his project report

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

turnitin.png

TABLE OF CONTENTS:


SNO.

Topic

Page No

1

Company Details : Amura Marketing Technologies Pvt Lmt

5

2.

Amura’s product - Sell.Do

6

3.

Project Objective

7

4.

Project Implementation in Amura

8

5.

Process Flow & Allied Tasks

9

6.

Assignment 1: Study of the Social Media Landscape in Real Estate

10

7.

Assignment 2: Yashada Realty Group

19

8.

Assignment 3: Spenta Case

23

9.

Assignment 4: Competitor Analysis of Delhi-NCR-Kolkata

29

10.

ORM of Akshaya

30

11.

Assignment 5: SWOT Analysis of Groupool

31

12.

Introduction to Google Analytics


35


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

  • Sell.Do: “Organise, Synchronise, Automate & Track the Marketing & Sales processes”.

  • Generate, Capture & Manage the leads from all sources - online & offline

  • Achieve harmony between Marketing & Sales based on responsive marketing

  • Marketing

  • Sales

  • Deliver +15% Marketing ROI

  • Secure your data with Superior Data Protection

  • Save Cash, Switch to Cloud: Get rid of expensive AMCs & costly IVR telephony

  • Track, Ensure & Boost Sales Productivity

Main Function of Sell.Do:

PROJECTS’ OBJECTIVES:

  • To have deep analysis of clients

  • To make the social plan for the client

  • Pitch for client

  • To make CMS and Monthly Plan for the client


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

  • 4336 likes

  • 4.6 Stars

  • 23 reviews

  • Hashtages

    • #KnowYourLocality around sept 2015

    • #GreenHomes Around sept 2015

  • Posts related to –

    • Wishing post – Happy Women Day

    • Question series around Sept 2015

    • Some CSR related posts – eco friendly cleaner


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.



Competitor Analysis

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.



Sample Post Analysis of competitor:




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 :

  • Traffic to a particular website can be direct or from other social sites.

  • In website analysis we found out the different platform responsible for the flow of traffic to the clients and competitor official website

  • And after analyzing the data (shown below) recommendation is gieven to the client.

  • And also demographic Analysis is done to know the target audience.





Recommendation to the client: Insights – What We should Do!

• Frequent posting visually attractive creative

Non Commercial Content

• Facts & Credible Information

• Human Sentiment and Connect

• Nature & Environment

• Community Building Initiatives

• Family time

• Rejuvenation and Discovery

Brand Campaign

Brand SPRE

• 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



Brand Campaign Concept - #NeverStop

• 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.



  1. Objectives

  • Brand engagement

Improving actions in form of Likes/Shares/Comments/ Tagging to amplify the brand voice.

  • Maximise Reach

Post promotions/Sponsored posts will give the initial post reach better momentum to work via an organic volume to reach a wider audience/ TG

  • Improve Sentiment

Create a positive brand sentiment and throw Positive light on our brand “Yashada Realty Group

  • Generate Recall

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

Total Reach - 26,489; Total Actions: 2333
Likes: 1863
Comments: 7

Reactions: 45

Shares: 10
Clicks: 408

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

K Raheja Corporation:

Facebook Posts: https://www.facebook.com/KRahejaOfficial

Frequency of posting done on company page : Medium (Every 2nd or 3rd day)



Types of posts –

  • Brand Post and project post

  • CSR Posts

  • RealEstate problem and solution posts

  • Seasons Greetings

  • Quotes and inspirational post

  • Investment Tips

Hashtag used -

#‎TeachingTree‬ ‪#‎MindSpace‬ ‪#‎TeachForIndia‬ ‪#‎HolidayChecklist‬

Sample Post:



Lodha Group :

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 –


  • Brand Post

  • Project post

  • Seasons greetings post (holi, gudi padwa)

  • Brand Ambassador centered post : Deepika(current), Akshay Kumar, Twinkle Khanna

  • Video Featuring Brand Ambassador and other models

  • Quotes from Brand Ambassador related to property : https://goo.gl/oBlN5z

  • —‪#‎DealOfTheDecade‬ to boost the hype created—

  • #‎OnlyAtLodhaBelmondo‬ : For series of project specific posting

  • Showcasing weekend rejoice, Food , Scenic beauty around project, Clubhouse nearby, Good experiences, Distance Factor



  • As we can observe social platforms contribute to 1.58% from the total website traffic for Lodha Group with LinkedIn being the top contributor.

OBEROI Realty:

Facebook Posts : https://www.facebook.com/oberoirealtyofficial?fref=ts

Frequency of posts done on company page : Medium ( every 3rd or 4th day)

Post Mix


  • Brand Post

  • Project post

  • Pictures projecting Oberoi as Elite Club

  • Project Themes - “The Greater Life Awaits You”, “Embrace the Signature Lifestyle”

  • Seasons greetings post (Holi, Gudi padwa)

  • Quotes

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 –



  • Seasons Greetings

  • Event Post- “Urbania Summer Fest 2016 - A time for family”

  • Contest - #SummerStories

  • Photos of events

  • Brand Post and project post

  • Quotes and inspirational post

  • Family Posts

  • Interest based 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



  • Customer Testimonials

  • Awards and achievements

  • CSR Activities

  • Project

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:

  • The audience will post selfies in comments below the post

  • The selfies must have people in yellow colored apparels

  • They must use the #CelebrateWithSpenta and tag their friends

  • 25 lucky winners will win gift vouchers

  • Ask participants to tag friends to improve chance of winning

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

  • Analysis of all the competitors of different areas

  • Analysis was done on the basis of six criteria

  • Budget Housing

  • Affordable

  • Mid

  • Mid Premium

  • Luxury

  • Super Luxury

  • Different digital platform used by the real Estates for promotion and advertising.

Detail analysis done for every platform- likes, followers, etc.



ORM of Akshaya:

Client: Akshaya

  • Positive+Neutral Sentiments – 14

  • http://www.thehindubusinessline.com/news/real-estate/akshaya-to-build-tns-tallest-residential-tower-with-38-floors/article4009815.ece

  • http://www.vccircle.com/news/real-estate/2014/06/26/chennai-based-akshaya-homes-eyes-20m-through-ipo-london%E2%80%99s-aim-exchange

  • http://www.indiarealestateforums.com/forum/chennai/16-how-is-the-project-today-from-akshaya-in-omr

  • http://www.realestatehungama.com/builders/akshaya-pvt-ltd-.php

  • http://www.newindianexpress.com/cities/chennai/Akshaya-to-build-Disney-themed-apartments/2013/08/28/article1755060.ece

  • http://blogs.rediff.com/allcheck/2011/08/11/akshaya-builders-janurary-homes-chennai/

  • http://akshaya-homes.blogspot.in/2014/02/luxury-apartments-in-chennai-where.html

  • http://www.thepropertytimes.in/index.php/directory/leaders/2161-t-chitty-babu-chairman-a-ceo-akshaya-pvt-ltd

  • https://acd01234.wordpress.com/2015/03/11/akshaya-trichy-rich-residential-flats-in-chennai/

  • http://www.dealcurry.com/2012118-Kotak-Realty-Forms-JV-With-Akshaya-Homes.htm

  • http://my.placetolive.in/Discussion/916001

  • http://www.nirrtigo.com/Property-Chennai/Akshaya/Today-OMR-1164_203



  • Negative Sentiments – 1

  • http://www.mouthshut.com/product-reviews/Akshaya-Chennai-reviews-925597877

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:

Channel

Presence

Comments

Website

Y

Currently Social Media links are present on Website.(Fb, Twitter & YouTube)


Blogs

N

Blogs are not present on the website. Blog serves various Projects and publishing content on regular basis will help to achieve important goals of social media marketing.


Social Media

Y

Present on Fb, G+, Twitter, Instagram (not in YouTube, no post, image, video in G+)


Microblogs

Y

Currently present on microblogs. (Twitter)


Video

N

Not present


Review Portals

N

Nothing in review portals


Others

Y

Marked on Google map


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-

  • Use corporate email id for registration

  • In app chat

  • In app navigation easy

Opportunities-

  • Connecting with local working class people with facebook

  • Youtube, LinkedIn can be used

  • Live videos, money saving ads and campaign

Weakness-

  • Absence of user oriented campaigns on social Platforms

  • No Regular Postings on Social Media.

  • No user engagement posts or campaigns on facebook.

  • Focusing mainly on Pune

Threats-

  • Competitors ( blablacar, ibibo Ryder) are using social media effectively

  • Reviews not present in any social media

  • Low organic ranking in Google search.

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:




Groupool

BlaBlaBla

Ibibo Ryde

App Download

1000

10 million

1 lakh

Rating given by people(counts)










Facebook (likes)

1099

4085393

11611

Twitter (Followers)

72

1357

5121

Instagram(Followers)

4

3183

15

Findings & Recommendations:

Website

  • Present

    • Contact details

    • Feedback

    • Blog option

    • Process

    • Facebook link

  • Recommendation

    • Attractive Images

    • More Videos

    • Estimated fair

    • Blogs from users

    • Twitter link

App

  • Present

    • Email & cell no

    • Basic info

  • Recommendation

    • Improve graphics of app

    • Login with facebook account

    • Coupon options

    • Referral codes

    • Alert option

    • Notification

    • Updates

    • Rating option

    • Offers for social followers

Facebook

  • Present

    • Likes- 1098

    • Website link available

    • Regular Posts

    • Images

  • Recommendation

  • Social Campaigns

  • Adding humour in--

  • Carpooling videos

  • Images

  • Hashtags

  • Showing promotion options


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).




Yüklə 109,1 Kb.

Dostları ilə paylaş:




Verilənlər bazası müəlliflik hüququ ilə müdafiə olunur ©muhaz.org 2024
rəhbərliyinə müraciət

gir | qeydiyyatdan keç
    Ana səhifə


yükləyin