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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 3 EXAMINATION WINTER 2018
Subject Code: 3539288 Date:06/12/2018
Subject Name: Social Media Analytics
Time: 10:30am To 01:30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following concepts in brief
Social Media Analytics
Lead generation
Public advocacy through Social Media
Social Media Engagement
Click Through Rate
Pay Per Click
Content marketing
14
Q.2 In what ways can you measure social media return on investment

07
Which are the popular Social Media tracking tools? 07
OR
Why You Need Social Media Analytics Tools for Your Business?
07
Q.3 When developing social media channels, it can be very easy to get
lost— Design robust Social Media Strategy of your favorite Product
Service to achieve business objectives.
07
What is the Difference Between Crawling and Indexing? 07
OR
Q.3 What key performance indicators (KPIs) would you recommend to
report on Social Media efforts?
07
Why Social Media Data Collection is essential for Marketing?
07
Q.4 What is Python Programming? In which way can it help in Social
Media Analysis?
07
Explain the difference between Reach and Engagement. How can we
get the insights of Reach and Engagement on Facebook?
07
OR
Q.4 Which are the challenges in Data collection and preparation of Social
media analytics?
07
What is data visualization and what is the power of visualization? 07
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Q.5
CASE STUDY:
Sony India Pvt Ltd. is a 100% subsidiary of Sony Corporation, Japan.
As an integral part of its Asia pacific ventures and business expansion
strategies,
Sony Corporation established the Indian subsidiary on November 17,
1994. The Indian subsidiary offers wide variety of consumer (digital)
products in the segments of Home Video and Audio; Home Theater
System; Television and Projectors; Digital camera; Personal Audio;
Play Stations; In-car Entertainment; Video Camera; Computer and
Peripherals; Tablets; Smartphone and Storage Media and Batteries.
Sony Mobile India is an official page of the company on Facebook to
transform its 'Xperia' smart phones as the most popular choice of
youth in India.
Business Objectives of Sony Mobile India
In the smart phone segment and under the strategic wing of
Sony Mobile India, the company had the following objectives
to achieve:
To grow the fan base and their engagement on the social media
space.
To make the customers and the target audience aware about the
transformation of the brand from Sony Ericsson to Sony
Mobile.
To drive sales by leveraging its active presence in the social
media and through effective audience engagement.
Strategy Adopted by Sony Mobile India
Before adopting a strategy or an approach, the company did
research to develop its insights about the emerging highly
competitive, technology driven smart phone market in India.
The Company formulated following strategies to transform the
brand popularity and drive its sales after observing its research:
The company had selected Facebook and YouTube platforms
to mark its presence on social media and hired the services
from '2020 Social Media' for building and nurturing its
audiences.
It focused on integrating its programs on social media, TVC
and product launches for effective engagement of the audience
through vibrant and youthful activities and contents.
Tried to gain maximum strategic advantage and
competitiveness with its two major attributes Sound quality
and stylish looks.
Generated widespread awareness and social media engagement
through series of contests, quizzes and crowd sourced content.
Collaborated with Shiamak Davar, one of the best know
choreographer and youth icon in India for organizing and
leading the dance contests on the integrated platforms,
including its extensions to college-level ground activities.
Rewarded the winners of the different contests with Bravia
TVs, sound accessories and Spiderman merchandise.
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Adopted the most effective content strategy by engaging
audience and through sharing of photo and video contests
through a Facebook app and by running online campaigns,
such as 'LookBook', Thump! Live with walkman' and
'Get Shorty'.
Results Achieved By Sony Mobile India
The following are the major results achieved by the company in its
Xperia smart phone segment.
The marketing team fulfilled the sales target of 'Xperia
within three days of its launch.
Sony Mobile's fan base was dramatically increased from
500000 to over 2 million within 12 months of its presence on
Facebook.
The brand was recognized as the 10th most favorite youth
brand in India by NM Incite.
Sony Mobile reached 35 million users' base before the
completion of its first year of managed Facebook campaign.
On an average the brand added more than 2000 fans every day
on its Facebook page.
The viral effect of its YouTube videos brought more than 1300
fans daily to its Facebook page.
Which were the major success factors of Sony India's Social Media
Campaign?
07
Mention the successful insights from the existing Social Media
Campaign which can be used for future Social Media Campaigns.
07
OR
Q.5 Which Social Media tools, Sony India must had used to measure the
effectiveness of its Social Media Campaign?
07

What are the key learnings from the Sony India's Campaign? 07