Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 3rd Sem 3539288 Social Media Analytics Sma Previous Question Paper
Seat No.: ________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 3539288 Date:06/05/2019
Subject Name: Social Media Analytics (SMA)
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following concepts in brief
(a) Web Crawling
(b) Lead generation
(c) Social Campaigns
(d) Click Through Rate (CTR)
(e) Pay Per Click (PPC)
(f) Public advocacy through Social Media
(g) Social Media Engagement
14
Q.2 (a) What key performance indicators (KPIs) would you recommend to
report on Social Media efforts?
07
(b) What is Python Programming? In which way can it help in Social
Media Analysis?
07
OR
(b) Which are the popular Social Media tracking tools? 07
Q.3 (a) Which are the challenges in Data collection and preparation of Social
media analytics?
07
(b) Explain the difference between Reach and Engagement. How can we
get the insights of Reach and Engagement on Face book?
07
OR
Q.3 (a) Measuring and Analyzing Social Media Campaign for a Luxury Car
Brand of your choice.
07
(b) What is data visualization and what is the power of visualization? 07
Q.4 (a) What is Game Analytics? Explain in details. 07
(b) In what ways can you measure social media return on investment
(ROI)?
07
OR
Q.4 (a) When developing social media channels, it can be very easy to get
lost? Design robust Social Media Strategy of your favourite Product /
Service to achieve business objectives.
07
(b) What is Face Book Campaign? Create a campaign for Parle as a
confectionary brand.
07
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Page 1 of 3
Seat No.: ________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 3539288 Date:06/05/2019
Subject Name: Social Media Analytics (SMA)
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following concepts in brief
(a) Web Crawling
(b) Lead generation
(c) Social Campaigns
(d) Click Through Rate (CTR)
(e) Pay Per Click (PPC)
(f) Public advocacy through Social Media
(g) Social Media Engagement
14
Q.2 (a) What key performance indicators (KPIs) would you recommend to
report on Social Media efforts?
07
(b) What is Python Programming? In which way can it help in Social
Media Analysis?
07
OR
(b) Which are the popular Social Media tracking tools? 07
Q.3 (a) Which are the challenges in Data collection and preparation of Social
media analytics?
07
(b) Explain the difference between Reach and Engagement. How can we
get the insights of Reach and Engagement on Face book?
07
OR
Q.3 (a) Measuring and Analyzing Social Media Campaign for a Luxury Car
Brand of your choice.
07
(b) What is data visualization and what is the power of visualization? 07
Q.4 (a) What is Game Analytics? Explain in details. 07
(b) In what ways can you measure social media return on investment
(ROI)?
07
OR
Q.4 (a) When developing social media channels, it can be very easy to get
lost? Design robust Social Media Strategy of your favourite Product /
Service to achieve business objectives.
07
(b) What is Face Book Campaign? Create a campaign for Parle as a
confectionary brand.
07
Page 2 of 3
Q.5
CASE STUDY:
Ford Fiesta Movement that involved selecting 100 socially vibrant
individuals who were provided with the European version of the Ford
Fiesta 18 months prior to it being manufactured and released in the
USA. These socially media aware fanatics were encouraged to share
their experience with the Ford Fiesta over the 6 months on their Blogs,
Twitter, Facebook, Flickr and YouTube channels.
The Numbers
? 11 million Social Networking impressions
? 5 million engagements on social networks (people sharing and
receiving)
? 11,000 videos posted
? 15,000 tweets.. not including retweets
? 13,000 photos
? 50,000 hand raisers who have seen the product in person or on
a video who said that they want to know more about it when it
comes out and 97% of those don?t currently drive a Ford
vehicle
? 38% awareness by Gen Y about the product, without spending
a dollar on traditional advertising ( Fords model ?Fusion?
doesn?t have that awareness after 2 years of being out in
production and yet it has received hundreds of millions of
dollars in traditional marketing spend).
Strategy Adopted by Ford Motors
? Before adopting a strategy or an approach, the company did
research to develop its insights about the emerging highly
competitive, technology driven car market.
? The Company formulated following strategies to transform the
brand popularity and drive its sales after observing its research:
? The company had selected Face book 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 ? Build quality
and stylish looks.
? Generated widespread awareness and social media engagement
through series of contests, quizzes and crowd sourced content.
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No._______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? SUMMER 2019
Subject Code: 3539288 Date:06/05/2019
Subject Name: Social Media Analytics (SMA)
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain the following concepts in brief
(a) Web Crawling
(b) Lead generation
(c) Social Campaigns
(d) Click Through Rate (CTR)
(e) Pay Per Click (PPC)
(f) Public advocacy through Social Media
(g) Social Media Engagement
14
Q.2 (a) What key performance indicators (KPIs) would you recommend to
report on Social Media efforts?
07
(b) What is Python Programming? In which way can it help in Social
Media Analysis?
07
OR
(b) Which are the popular Social Media tracking tools? 07
Q.3 (a) Which are the challenges in Data collection and preparation of Social
media analytics?
07
(b) Explain the difference between Reach and Engagement. How can we
get the insights of Reach and Engagement on Face book?
07
OR
Q.3 (a) Measuring and Analyzing Social Media Campaign for a Luxury Car
Brand of your choice.
07
(b) What is data visualization and what is the power of visualization? 07
Q.4 (a) What is Game Analytics? Explain in details. 07
(b) In what ways can you measure social media return on investment
(ROI)?
07
OR
Q.4 (a) When developing social media channels, it can be very easy to get
lost? Design robust Social Media Strategy of your favourite Product /
Service to achieve business objectives.
07
(b) What is Face Book Campaign? Create a campaign for Parle as a
confectionary brand.
07
Page 2 of 3
Q.5
CASE STUDY:
Ford Fiesta Movement that involved selecting 100 socially vibrant
individuals who were provided with the European version of the Ford
Fiesta 18 months prior to it being manufactured and released in the
USA. These socially media aware fanatics were encouraged to share
their experience with the Ford Fiesta over the 6 months on their Blogs,
Twitter, Facebook, Flickr and YouTube channels.
The Numbers
? 11 million Social Networking impressions
? 5 million engagements on social networks (people sharing and
receiving)
? 11,000 videos posted
? 15,000 tweets.. not including retweets
? 13,000 photos
? 50,000 hand raisers who have seen the product in person or on
a video who said that they want to know more about it when it
comes out and 97% of those don?t currently drive a Ford
vehicle
? 38% awareness by Gen Y about the product, without spending
a dollar on traditional advertising ( Fords model ?Fusion?
doesn?t have that awareness after 2 years of being out in
production and yet it has received hundreds of millions of
dollars in traditional marketing spend).
Strategy Adopted by Ford Motors
? Before adopting a strategy or an approach, the company did
research to develop its insights about the emerging highly
competitive, technology driven car market.
? The Company formulated following strategies to transform the
brand popularity and drive its sales after observing its research:
? The company had selected Face book 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 ? Build quality
and stylish looks.
? Generated widespread awareness and social media engagement
through series of contests, quizzes and crowd sourced content.
Page 3 of 3
Results Achieved By Ford Motors
The following are the major results achieved by the company in its
Fiesta Model.
? The marketing team fulfilled the sales target of ?Ford Fiesta?
within three days of its launch.
? Fiesta?s fan base was dramatically increased from 500000 to
over 2 million within 12 months of its presence on Face book.
? The brand was recognized as the 10th most favourite brand in
Segment by NM Incite.
? On an average the brand added more than 2000 fans every day
on its Face book page.
? The viral effect of its YouTube videos brought more than 1300
fans daily to its Face book page.
(a) Which were the major success factors of Ford Fiesta?s Social Media
Campaign?
07
(b) Mention the successful insights from the existing Social Media
Campaign which can be used for future Social Media Campaigns.
07
OR
Q.5 (a) Which Social Media tools, Ford Fiesta must had used to measure the
effectiveness of its Social Media Campaign?
07
(b)
What are the key learning from the Ford Fiesta?s Campaign? 07
*************
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This post was last modified on 19 February 2020