Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 3539288 Social Media Analytics Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 3539288 Date: 02-12-2019
Subject Name: Social Media Analytics
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Description Marks
Q.1 Define the following
(a) Bounce rate
(b) Auto tagging
(c) Data visualization
(d) Tweet impressions
(e) Engagement
(f) Post reach
(g) Organic likes
14
Q.2 (a) Explain in detail the social media landscape 07
(b) How can you leverage social media analytics for your business? 07
OR
(b) Explain the need and importance of Social media Analytics for
marketers.
07
Q.3 (a)
Explain the pros and cons of A/B testing.
07
(b) With reference to the upcoming LokSabha, Elections 2019, how are
different political parties using social media analytics to increase their
chances of winning.
07
OR
Q.3 (a)
Short note on click stream analysis
07
(b)
The capability to listen to social media is no longer a niche capability for
organizations but a
necessity to understand customers' perception of their brands online. Justify
07
Q.4 (a) Short note on Data visualisation 07
(b) What tips would you advise for optimizing facebook ad campaigns? 07
OR
Q.4 (a) With reference to YouTube Analytics: Explain the Key Metrics to
Track and Improve Video Performance
07
(b) Short note on web analytics 07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 3539288 Date: 02-12-2019
Subject Name: Social Media Analytics
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Description Marks
Q.1 Define the following
(a) Bounce rate
(b) Auto tagging
(c) Data visualization
(d) Tweet impressions
(e) Engagement
(f) Post reach
(g) Organic likes
14
Q.2 (a) Explain in detail the social media landscape 07
(b) How can you leverage social media analytics for your business? 07
OR
(b) Explain the need and importance of Social media Analytics for
marketers.
07
Q.3 (a)
Explain the pros and cons of A/B testing.
07
(b) With reference to the upcoming LokSabha, Elections 2019, how are
different political parties using social media analytics to increase their
chances of winning.
07
OR
Q.3 (a)
Short note on click stream analysis
07
(b)
The capability to listen to social media is no longer a niche capability for
organizations but a
necessity to understand customers' perception of their brands online. Justify
07
Q.4 (a) Short note on Data visualisation 07
(b) What tips would you advise for optimizing facebook ad campaigns? 07
OR
Q.4 (a) With reference to YouTube Analytics: Explain the Key Metrics to
Track and Improve Video Performance
07
(b) Short note on web analytics 07
Page 2 of 2
Q.5
Indian banks and social media: Real world examples
The strategies of social media pioneers such as State Bank of India, YES
Bank, HDFC Bank, and ICICI throw light on how banks are using social
media effectively to drive better outcomes.
Consistently ensuring high engagement on Twitter: Virtually every
month, SBI figures among the top five Indian brands in terms of brand
engagement on Twitter, as per the Economic Times Brand Equity Twitter
Advertiser Index. SBI?s campaigns, aimed at creating customer interest in
digital services, saw high engagement from August 2017 to November
2017. A key aspect of SBI?s strategy is timely posts that educate and
inform customers.
Using festive occasions to build goodwill: YES Bank used the 2017
Diwali season to run a Digital Diya campaign that encouraged the Indian
community to contribute to spreading the light of financial literacy in
rural India. The campaign invited users to visit a microsite to light digital
diyas. Enthusiastic users responded by lighting one million digital diyas
and the bank contributed an equal amount to spreading financial literacy,
creating goodwill, and enhancing brand awareness.
Making social media listening a core activity: In August 2017, HDFC
Bank launched its in-house state-of-the-art Digital Command Centre
(DCC) in Mumbai to listen, understand, and acquire valuable brand
insights by monitoring customer conversations on social media. Using
dedicated real-time dashboards, the DCC serves as a business intelligence
tool for the bank, with its top management, central teams, and marketing
department drawing upon its analysis. DCC insights help users realign
campaigns and also take corrective action based on what influencers are
saying on social media.
Using social storytelling to market niche products: ICICI Bank?s
#FundYourOwnWorth campaign promotes a savings account with special
benefits for women who want to empower themselves. The campaign
smartly leveraged social media storytelling by using socially curated real-
life stories of successful women to sell a niche financial product, while
also building brand affinity among working women.
(a) With reference to the above case study, why are banks making their
Social media presence to a greater scale than before?
07
(b) Comment on the ICICI bank?s social story telling initiative. How can
this be advantageous to the bank?
07
OR
Q.5 (a) In lines with top five Indian brands in terms of brand engagement on
Twitter, what does brand engagement on twitter mean and how it has
become an integral part among Indian banks for interacting with thir
customers?
07
(b)
Comment on the HDFC?s Presence on Social media platform and
advise how they can take their presence a step forward.
07
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This post was last modified on 19 February 2020