Final Marketing File

A PROJECT REPORT ON
DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA
(A STUDY OF SOCIAL MEDIA ANALYTICS)
SUBMITTED BY
VIVEK RAJESH GOYAL
T.Y.B.B.A. (MARKETING)
UNDER THE GUIDANCE OF
DR.SHILPI LOKRE
B.M.C.C. PUNE
SUBMITTED TO
SAVITRIBAI PHULE UNIVERSITY
FOR THE PARTIAL FULFILLMENT OF THE
BACHELORS OF BUSINESS ADMINISTRATION (BBA) DEGREE
2018-2019
DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 1

DATA ANALYTICS TOOLS USED BYSOCIAL
MEDIA

DECLERATION
I Mr. VivekGoyal of Brihan Maharashtra college of Commerce of hereby declare that

I have completed my project titled ‘Data Analytics Tools Used by Social Media’ in
the Academic year 2018-2019. I hereby declare that this project is a genuine and
authentic work conducted by me.
This is to certify that this project work is completely original and has not been copied
or borrowed from any other source. This project is made strictly for academic
purposes and not for any resale.
DATE
PLACE
VIVEK GOYAL
T.T.B.B.A. (Marketing)

ACKNOWLEDGEMENT
I express my warm thanks to the principal of our college Dr.C.N. Rawal and the In
charge of the BBA department Mrs. Bharti Upadhaye for their valuable insight and
support.
I would also like to express my heartfelt gratitude to my guide and Marketing

Professor, Dr. ShilpiLokre for her guidance which has helped me complete this
project in all respects
I would also like to thank to everyone who supported me throughout the course of this
BBA project with their aspiring guidance and friendly advice.
I am highly indebted to all those external guidance from the people who provided me
with the facilities being required and conductive conditions for my BBA project.
Lastly, I would like to also thank, the almighty, my parents and my siblings for their
support and guidance without whom the project could not have been completed.
Thank you,
VivekGoyal

INDEX
SR. NO. NAME OF THE TOPIC PG No

1 Introduction 6
2 ObjectivesOf The Study 11
3 Research Methodology 13
4 Data Analytics Tools . 15
5 Uses Of Data Analytic Tools 17
6 Social Media Data Analytics Process 22
7 Adviuz A Social media Data Analytic Company 30
8 Examples Of Online Advertisements 34
9 Success Stories Of Social Media 36
10 Growth Of Social Media 57
11 Conclusion 59
12 Suggestion 61
13 Bibliography 63

1. INTRODUCTION

INTRODUCTION
[A] Social media an overview-----
WHAT IS IT AND HOW TO USE IT?
Social media is an umbrella term that describes websites that
[1] Connect people
[2] Involve user generated content.
User generated content is the hallmark of a social media site versus a traditional
website. These modal contracts with the editorially controlled style of old
media.Social media is sometimes called [WEB 2.0].
Right now it is a huge opportunity for us – (Business’s) to reach our target audience
and to increase sales online.
 Different types of social media websites and how you can use them to reach your
target audience :-
a] Social Media networking websites
b] Social Media photo and video sharing
c] Microblogging Blogging websites
d] Social Media review websites
e] Social Media for everyone
(i.e.)
• FACEBOOK.
•LINKEDIN.
• PINTERSET.
• YELP.
•GOOGLE BUSINESS.
• SNAPCHAT: - [Right now if you are targeting a younger audience millennials]
[B]-Social Media analytics-----
WHAT IS SOCIAL MEDIA ANALYTICS?

Specifically, its gathering data stratergy from social platforms to help guide your
marketing stratergy.
This process begins by prioritizing business goals. For e.g. your focus may be to
double the number of new visitors to your website.
The second step determining key Performance Indicators (KPS).
In this case ,your chief social media KPI would likely be based on engagement status
.This can be broken down into :-
• Likes and shares your posts receive.
(e.g. product that is being sold or advertised in our sence)
• Replies and comments.
• (Most important) clicks your links and contents earn.
By collecting this data ,you can figure out how social media factors into meeting your
business goals. From there you can keep going in the direction you are needed or
adjust your approach.
Said to be as TRACKING OF INFO.
C] General information of social media data analytics:-
1]For a common person,(Any men/women/customer/buyer)
If a person wants to buy a watch –FOR EG – if he views that particular watch on

Amazon then with the help of Data analytics/Data analytics tool Amazon can track the
entire need of that particular buyer or customer.
i.e. - Amazon has a tie-up with various [Social media companies]and when this
customer logs in with same ID or same account and enters into any other Ecommerce
business websiteor social media website will get a popup-highlighting the
advertisement of same watch- containing the images and prize of watch will

bepopuped.This popups will only be highlightened as per the tie-ups’ that Amazon
has with other another social media companies.
*EXAMPLE-Amazon has a tie-up with face book –so the customers will definitely be
able to view the same watch with same prize some times while scrolling their
Facebook-Feed.
As a result this popups on various sites increases the desponess of the buyer and hence
the buyer is totally attracted towards the product . So this forces the buyer and the
buyer ends up buying the (watch) Product.
[This is a very common thing that people experience and aren’t aware of Social Media
Data Analytics.]
2]From business point of view (Any company, business person, saleshead, or just a
seller)
If any business/company or any multinational company or luxurious goods /products

company dealing in various luxurious products with the help of social media
anaylitics can gather more information about their product marketing efficiency and
effectiveness .Social media analytics is practiced now days by almost all the
companies to find out the percent of sale of its particular products/product line.
*EXAMPLE-If Longines an international watch selling company sells
a particular watch online or their products are marketed digitally i.e. through online
websites- social media websites i.e. through Facebook or Instagram then with the help
of various data analytics tools the [company/seller] can identify the actual need or say
current demand of the product and can keep a track on- increasing demand of the
product. The buyer can clearly identify whether the product is increasing the
curiosityof people or the current product is it really –giving a boom (High
profit/Sale)to the company or there is a drop in sale of product.
The seller can find out this things by actually creating a personal page of company on,
Facebook or Instagram and once any product is uploaded or say advertised –to find
out that how much popular the product has been or what %known it has in market can
all be brought into consideration by viewing the-

a]No –of views the product has got
b] No –of comments/ Interpretation that people have given for product.
c] No –of likes & dislikes the product has.
(or the customer makes it)
d] Most importantly-Clicks or No of shares your product earns
(All this is only possible with the help of data analytics tools)
(Or any of the data analytictools mentioned above)
e] More accurately the product need or want/demand can also
Be estimated with the help of –finding out the product in number
of bags/or carts people have saved in.
↓ ↓ ↓ ↓ ↓ ↓
[As a result the customer is therefore in full observation i.e.under observation of these
companies- it reflects the entire behavior of the customer at the time of buying the
product –which is said to be as [Data Analysis.]

2. OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY
 To understand the concept of data anaylitics.
 To study how social media makes use of data analytics.
 To study the different data analytics tools.
 To appreciate the benefits of data analytics tools.
 To understand the companies deriving benefits from data anaylitics.
 To understand the data anaylitics process.
 To appreciate the success stories of Social Media.

3. RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
A Research Method represents the technical steps involved in conducting the research.
Details about the methods focus on characterizing and defining them, but also
explaining your chosen techniques, and providing a full account on the procedures
used for selecting, collecting and analyzing the data.
Research design:
This project has been a process of applying various strategies’ with considering all
aspects and components of the study. An overall plan was designed to conduct
research and a sequence of steps chalked to get information.
Sources of information:
Primary source: There were two ways throughwhich primary data was collected
– By communicating with youth about their experiences on Social Media Data
analytics.
And the other is by visiting Adviuz a social media Analytics company in Pune under
the guidance of H.R Miss Diksha Agarwal.
Secondary source:The information was also collected through internet, different

reference books and various social media platforms.
Conclusion and suggestions:
On the basis of information collected and analyzed, Interpretations were made and
conclusions drawn.Valuable suggestions have been offered to improve the working of
data analytics tools.

4. DATA ANALYTICS TOOLS

DATA ANALYTICS TOOLS
8 Best Data Analytics tools of 2018 :-
 SPROUT SOCIAL → Network-

[Facebook,Twitter,Instagram,Linkedin,Google+]
PRICE – [99 $ P/M]
 SNAPLYTICS → Network-
[Instagram snapchat]
PRICE – [N.M]
 ICONSQUARE → Network-
[Only Instagram]
PRICE –[9$P/M]
 BUZZSUMO → Network-
[Facebook,Twitter,Linkedin,Pinterest,Instagram]
PRICE –[99$P/M]
 TAILWIND → Network-
[Pintesrest,Instagram]
PRICE – [9$P/M]
 GOOGLE ANAYLYTICS → Network-

[All]
PRICE – [Free] [KNOWN AS (GA)]
 SHEET STOCK → Network-

[Facebook,Twitter, Instagram]
PRICE –[9$P/M]
 TAPINFLUENCE → Network-
[Pinterest,Linkedin,Twitter,Facebook,Instagram.]
PRICE –[9$P/M]

5. USES OF DATA ANALYTICS TOOLS

USES OF DATA ANALYTICS TOOLS
[1] SPROUTSOCIAL
Recommended :- [Any brands that manages multiple Social Media profiles across
multiple networks. If your Brand is active on social media, a tool like sprout social is
must – have]
[2] SNAPANAYLITICS
Recommended :- [Brandsthat want to measure their Snapchat performance.]
[3] ICONSQUARE
Recommended :- [Brands heavily invested into Intagram Marketing.

(L.V/C.K/PRADA/GUCCI/SALVATOR Feregamo)](customer product co/or FMCGS
may not make much use of this tool but may use another one)]
[4]BUZZUSUMO
Recommended :-[Brands that blog and distribute their content on social media]
[5] TAILWIND
Recommended:- [Brands that use Pinterest as of their top marketing channel]

[6] GOOGLE ANAYLYTICS (GA)
Recommended:-[Any brand with a website]
[7] SHORTSTACK
Recommended:-[Brands that regularly run social media contests.]
[8] TAPINFLUENCE
Recommended:-[Brands doing large scale influence marketing campaigns]

How different companiesuse social media anaylitics.
Most of the organizations today have dedicated social media practice team to help
brands expand on and off the web.
Now-a-days, consumer goods manufacturers, personal technology makers and

companies that rely heavily on word-of-mouth referrals to generate business find
social media analysis tools crucial to their business strategies.
Social media provides retailers with a wealth of information about their consumers
that they might never get through traditional media. Since social media creates a two-
way interaction between the brand and the individual, retailers can quickly get an
understanding of which of their products are favored by buyers, what features of the
brand customers can relate with them etc.
Things get really useful when marrying social media data with internal data of the
organization. Displaying custom results for example, for one of the online bookstores
based on what a visitor had tweeted about that day might push up sales. Perhaps a
large percentage of their Facebook followers under the age of 30 are suddenly
searching for particular things on your website, raising the possibility of a targeted
campaign.
Following are the main use of Social media by different business entities:
 Flame detection (bad rants)
 New product perception
 Brand perception
 Reputation management
 Trend Spotting
 Analyzing virility of the content
 Effectiveness measurement of Social campaigns
 Lead Generation
 Social listening for Government

E.g. use of Data Anaylitics Tool for Twitter data will be:-
1. Identifying SPAM tweets,
2. Classifying BOTS and HUMANS on Twitter,
3. Calculating Influence of Twitter handle,
4. Building network map of people who are following each other and lastly,
5. Deriving intent of the Tweets which are more complicated than sentiments
.Intent can be like buying intent for lead generation.
[Another list of 25 known Data Analytics Tools are as follows]:-
SR
. Tools Price /month (US$)
No
1 Key hole Price (89 – 300$) usd per month.
2 Agora pulse Price (29 – 199$) usd per month.
3 Brandwatch Price (N.M)
4 Crowdbooster Price (9 – 199$) usd per month.
5 Buffer Price (2,550$) usd per month.
6 Buzzsumo Price (99 – 999$) usd per month.
7 Edgar Price (49 – 99$) usd per month.
8 Google Anaylytics Price (FREE).
9 Hootsite Price (FREE)Advanced plan vary.
10 Klout Price (N.M)contact Netbase to discuss unique plans.
11 Liitle Bird Price (N.M)contact Little Bird to discuss unique plans
12 Net base Price (N.M).
13 Oktopost Price (65$) usd per month.
14 Quinity Price (129$) usd per month.
15 Rivalq Price (199 – 439$) usd per month.
16 Sales Force Marketing Cloud Price(400$) usd per month.
17 Simply measured Price (500$) usd per month.
18 Social Bakers Price (120 – 480$) usd per month.
19 Social Mention Price (FREE).
20 Sum All Price (99$) usd per month.
21 Followerwonk (Twitter) Price (FREE-79) usd per month.
22 Iconsquare(Instagram) Price(FREE) Advanced plan may vary.
23 Tailwind (Pinterest) Price (9.99$) usd per month.
24 Tweet Reach (Twitter) Price (99 – 399&) usd per month.
25 Social Bro (Twitter) Price (N.M).

6. SOCIAL MEDIA DATA ANAYLYTICS
PROCESS

SOCIAL MEDIA DATA ANAYLYTICS PROCESS
*There are three main steps in social analyzing social media:-
A. Data identification.
B. Data Analysis.
C. Information Interpretation.
*The preferred way to maximize the value derived at every point during the process,
analysts may define a question to be answered. In attempting to analyze the question,
the important questions are:-
Who?
What?
Where?
When?
Why?
How?
*These questions help in determining the proper data sources to evaluate, which can
affect the type of analysis that can be performed.
[A]. Data Identification:-

(Data identification is the process of identifying the subsets of available data to focus
on for analysis). The data by itself is useless unless it's interpreted once we start
analyzing the data it begins to become useful as it conveys a message. Any data that
conveys a meaningful message becomes information.
On a high level, unprocessed data takes the following forms to translate into
exact message: noisy data; relevant and irrelevant data, filtered data; only relevant
data, information; data that conveys a vague message, knowledge; data that conveys a
precise message, wisdom; data that conveys exact message and reason behind it. To

derive wisdom from an unprocessed data, we need to start processing it, refine the
dataset by including data that we want to focus on, and organize data to identify
information.
In the context of social media analytics, data identification means "what" content are
we interested in, in addition to the text of content, we want to know:-
1. Who wrote the text?
2. Where was it found or on which social media venue did it appear?
3. Are we interested in information from a specific locale? When did
Someone say something in social media?
Attributes of data that need to considered are as follows:-
• Structure:-
Structured data is a data that has been organized into a formatted repository -
typically a database - so that its elements can be made addressable for more effective
processing and analysis. The unstructured data, unlike structured data, is the least
formatted data.
•language:-
Language becomes significant if we want to know the sentiment of a post rather than
number of mentions.
 Region :-
It is important to ensure that the data included in the analysis is only from that region
of the world where the analysis is focused on. For example, if the goal is to identify
the clean water problems in India, we would want to make sure that the data collected
is from India only.
•Type of Content:-
The content of data could be, Text; written text that is easy to read and understand if
you know the language, photos drawings, simple sketches, or photographs, Audio;

audio recordings of books, articles, talks, or discussions, Videos; recording, live
streams.
•Venue:-
The social media content is getting generated in a variety of venues such as news
sites, social networking sites (e.g.Facebook, Twitter). Depending on the type of
project the data is collected for, the venue becomes very significant.
•Time:-
It is important to collect data is posted in the time frame that is being analyzed.
•Ownership of Data:-
Is the data private or publicly available? Is there any copyright in the data? These are
the important questions to be addressed before collecting data.
[B]. DATA ANALYSIS :-
Data analysis is the set of activities that assist in transforming raw data into insight,
which in turn leads to a new base of knowledge and business value.
In other words, data analysis is the phase that takes filtered data as input and
transforms that into information of value to the analysts.
Many different types of analysis can be performed with social media data. The data
analysis step begins once we know what problem we want to solve and know that we
have sufficient data that is enough to generate a meaningful result.
*How can we know if we have enough evidence to warrant a conclusion
*The answer to this question is; we don't know. We can't know this unless we start
analyzing the data. While analyzing if we found the data isn't sufficient reiterate the
first phase and modify the question. If the data is believed to be sufficient for analysis,
we need to build a data model.
Developing a data model is a process or method that we use to organize data elements
and standardize how the individual data elements relate to each other. This step is
important because we want to run a computer program over the data; we need a way
to tell the computer which words or themes are important and if certain words relate
to the topic we are exploring.
In the analysis of our data, it's handy to have several tools available at our disposal to
gain a different perspective on discussions taking place around the topic

The taxonomy and the insight derived from that analysis are as follows:-
 Depth of Analysis:-
Simple descriptive statistics based on streaming data, ad hoc analysis on accumulated

data or deep analysis performed on accumulated data.
This analysis dimension is really driven by the amount of time available to come up
with the results of a project. This can be considered as a broad continuum, where the
analysis time ranges from few hours at one end to several months at the other end.
This analysis can answer following type of questions:-
1. How many people mentioned Wikipedia in their tweets?
2. Which politician had the highest number of likes during the debate?
3. Which competitor is gathering the most mentions in the context of social business?
•Machine Capacity:-
The amount of CPU needed to process data sets in a reasonable time period.
Capacity numbers need to address not only the CPU needs but also the network
capacity needed to retrieve data. This analysis could be performed as real-time, near
real-time, ad hoc exploration and deep analysis
 Domain of Analysis:-
The domain of the analysis is broadly classified into external social media and
internal social media. Most of the time when people use the term social media, they
mean external social media. This includes content generated from popular social
media sites such as Twitter, Facebook and LinkedIn. Internal social media
includes enterprise social network, which is a private social network used to assist
communication within business

 Velocity of Data:-
The velocity of data in social media is divided into two categories i.e. data at
rest and data in motion.
[C]. INFORMATION ANAYLSIS:-
*The insights derived from analysis can be as varied as the original question that was
posed in step one of analysis. At this stage, as the nontechnical business users are the
receivers of the information, the form of presenting the data becomes important.
How could the data make sense efficiently so it could be used in good decision
making.
Answer-Visualization (graphics) of the information .
*The best visualizations are ones that expose something new about the
underlying pattern and relationships contain the data. Exposure of the patterns and
understating them play a key role in decision making process
.
*Mainly there are three criteria to consider in visualizing data :-
• Understand the audience:-
before building the visualization , set up a goal, which is to convey great quantities of

information in a format that is easily assimilated by the consumer of information. It is
important to answer, who is the audience, and can you assume the audience has the
knowledge of terminologies used. An audience of experts will have different
expectations than a general audience; therefore, the expectations have to be
considered.

• Set up a clear framework:-
The analyst needs to ensure that the visualization is syntactically and semantically
correct. For example, when using an icon, the element should bear resemblance to the
thing it represents, with size, color, and position all communicating meaning to the
viewer.
•Tell a story:-
Analytical information is complex and difficult to assimilate, thus, the goal of

visualization is to understand and make sense of the information. Storytelling helps
the viewer gain insight from the data. Visualization should package information into a
structure that is presented as a narrative and easily remembered. This is important in
many scenarios when the analyst is not the same person as a decision-make

[DIAGRAM OF --- SOCIAL MEDIA DATA ANAYLYTICS ] :-
*Figure -1- Social Media Analytics process.

7. ADVIUZ A SOCIAL MEDIA DATA
ANAYLITICS COMPANY

ADVIUZ A SOCIAL MEDIA DATA ANAYLITICS COMPANY
Instad Web Services Pvt. Ltd is Worlds First leading company that has introduced the
concept of PAPERLESS PAMPHLET DISTRIBUTION for the first time in the
World. The company was started in 2014 with the mission to eradicate the wastage of
Paper Pamphlets and to give maximum benefit to advertisers by offering them
Guaranteed Exposure.

Company has its head office in India (Pune) and having team of highly skilled
Professionals working from France , U.S, Canada, Portugal , Estonia , Brazil & India.
Adviuz is that company which leads you to a new platform of advertisement that is
the-
“Digital Pamphlet Distribution” service this is totally carried out on the web with the
help of various Social Media Platform.
Adviuz has a lead tie-up with, Google, Fcaebook, Instagram and also YouTube.
Brands promoted by Adviuz:-

 Uber
 Apple
 Raymond
 Yamaha
How it works:-
 Recharge
 Design
 Design installation
 Free distribution
 Detailed report
STEPS TO START:-

Step 1. Recharge

Select the Quantity of Pamphlet views + Design Package.
Step 2 . Design
Logo | PNG Format | Transparent

1. Sales number where you want calls
2. Sales email where you want inquiries
3. One Punch Line (3 Words)
4. Top 5 Unique Selling Points.
5. HD Images & Videos if you have
6. Map Link where you want your customer to come

Step 3 . Account Setup
After design is done, and approved by you, and we will setup your account according
to your defined audience.

Step 4. Blast
Once Account Setup is done you can login to Admin Panel & Start Blasting
Pamphlets across Multiple Channels as shown below
Actual working :-
Stay 25 seconds on the link i.e. it is said to be as 1 view counted and 50,000 views
charges 1,50,000 to any XYZ company.

ADVERTISING PLANS:-

 Distribute Pamphlets without Printing
 Get Charged only for viewed Pamphlets
 Track Pamphlets Distribution
 Good for Lead Generation
QUANTITY RATE/VIEW TOTAL (Inc. Taxes)
25,000 3.24 Rs. 95,580
50,000 3.19 Rs. 1,88,210
1,00,000 3.09 Rs. 3,64,620
5,00,000 2.89 Rs. 17,05,100
UNIQUE SELLING POINT(usp):-
The main unique selling point of company is that if any person is not interested in any
particular product (advertisement) then he/she will not wait more than 25 seconds on
that pamphlet so your views are saved and secured .In other words views are
protected.

8. EXAMPLES OF ONLINE
ADVERTISEMNETS

EXAMPLES OF ONLINE ADVERTISEMNETS
Online ads.
Banner ads.
Data anaylytics.

9. SUCCESS STORIES OF SOCIAL MEDIA

SUCCESS STORIES OF SOCIAL MEDIA
{A}-Facebook.
 Introduction-
FACEBOOK, INC. is an American online social media and social networking

service company based in Menlo Park, California. Its website was launched on
February 4, 2004, by Mark Zuckerberg, along with fellow Harvard College students
and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris
Hughes. It is considered one of the Big Four technology companies along
with Amazon, Apple, and Google.
The website blew up in popularity attracting over 20000 views in its first four
hours of operation. After realizing the potential that the website had as a social
connections tool Zuckerberg and his co-founders looked at funding options that
could help the website grow into a national, and eventually international success.
To date, Facebook has created tens of billionaires, hundreds of millionaires, and
an online resource that’s allowed hundreds of millions of people around the world
to quickly and easily connect with each other.
-Revenue - △us$40.653 billion(2017)
-Operating income - △us$20.203 billion(2017)
-Net income - △us$15.934billion (2017)
-Total assets - △us$84.524billion(2017)
-Total equity - △ us$74.347billion(2017)

 [Success (Business/Revenue generated) through introducing
Advertising tools] –
*Facebok was the first company to intoduce non-intrusive advertising schemes.
*Facebook later introduced a new website and it was a new track for not nly
busineesman but for everyone named-
*Facebook business-Which contained three different products (modes) for advertising

–
FACEBOOK PAGES → create a place for people to met your business.
OFFER ADS→ encouraging people to purchase with special offer
VIDEO ADS→ bring your business to life with facebook ads.
These products generated a huge revenue and gained a huge success for facebook’s
business.
Early assistance came in the form of a $500,000 investment from Peter Thiel, a
San Francisco-based investor that had grown his chops on dot-com pioneers
including PayPal. The entrepreneur saw the potential that the website had and
gave its small founding team an investment that quickly turned into several
billion dollars.
Facebook grew and grew, initially attracting members from Ivy League
universities and quickly expanding to all universities in the United States. Open
to anyone with their own .edu email address, the website eventually expanded to
allow anyone in the United States to join, and then to allow everyone in the entire
world to sign up.
Facebook’s rapid growth resulted in pressure from investors like Thiel to grow
its revenue, and the website quickly invented a non-intrusive advertising solution
to expand its revenue growth in 2007. Initially ‘Facebook Flyers,’ the company is
now one of the largest sellers of display advertising on the entire Internet.

*Facebook’s success is truly remarkable and a great example of the internet’s
potential for rapid growth, success, and real change.
*Facebook announced its acquisition of Whatsapp Inc. on February 19, 2014, for

US$19 billion
 [Revenues in millions]-
Year Revenue Growth
↓ ↓ ↓
2005 $9[147] 2150%
2006 $48[147] 433%
2007 $153[147] 219%
2008 $280[148] 83%
2009 $775[149] 177%
2010 $2,000[150] 158%
2011 $3,711[151] 86%
2012 $5,089[152] 37%
2013 $7,872[152] 55%
$12,466[15
2014 3] 58%
$17,928[15
2015 4] 44%
$27,638[15
2016 5] 54%
$40,653[15
2017 6] 47%

 Examples of Advertising of social media-
Facebook Advertising-
Swish is a breath spray from UL Skin Sciences Inc. that is designed to give instant
fresh breath. The brand used a digital-first strategy to launch the product into the
market and reach millennials, its key target audience i.e through FACEBOOK.
Their goal was to-

Breezee into the market. Swish wanted to generate buzz among its young target
audience by running its first-ever Facebook-only campaign that would create
awareness and translate that into offline retail sales.
Swish used 1-Facebook video,2-offer ads to raise awareness andencourage customers

to visit retail stores by extending a 50% discount redeemable at any 7-Eleven store in
the Philippines. Clicking the ads revealed the code people used at in-storecheckout
counters.
*Figure-2-Facebook advertising.

T H E I R S U C C E S S - Delivering long-lasting results
Swish’s Facebook-only campaign proved that Facebook ads are a powerful way to
induce trials for products and make an impact on sales. Between June–November
2017, the campaign resulted in:
 66% increase in offline sales (compared to previous month)

 4.5X return on ad spend (e-coupon ad spend as base)
 18,856 claimed Facebook offers
Other companies -
1-ZILINGO- To generate awareness for its wide selection of fashion offerings
2-Starbucks- To increase coffe sale.

{B}-Instagram
 Introduction:
Instagram (also known as IG or insta) is a photo and video-sharing owned

by Facebook, Inc. It was created by Kevin Systrom and Mike Krieger, and launched
in October 2010 exclusively on iOS. A version for Android devices was released a
year and half later, in April 2012, followed by a feature-limited website interface in
November 2012, and apps for windows 10 Mobile and Windows 10 in April 2016 and
October 2016 respectively.
In March 2012, The Wall Street Journal reported that Instagram was raising a new
round of financing that would value the company at $500 million,details that were
confirmed the following month, when Instagram raised $50 million from venture
capitalists with a $500 million valuation. The same month, Facebook bought
Instagram for $1 billion in cash and stock, with a plan to keep the company
independently managed.
In November 2012, Instagram launched website profiles, allowing anyone to see

users' feeds from their web browsers. In December 2013, Instagram announced
Instagram Direct, a feature that lets users interact through private messaging. In
February 2013, the website was updated to offer a news feed, and in June 2015, the
website was redesigned to offer bigger photos. In April 2016, Instagram added a
"Videos You Might Like" channel to the tab. The tab was later expanded again in
November 2016 after Instagram Live launched to display an algorithmically-curated
page of the "best" Instagram Live videos currently airing. In May 2017, Instagram
once again updated the Explore tab to promote public Stories content from nearby
places.
On September 24, 2018, Krieger and Systrom announced in a statement they would be
stepping down from Instagram. On October 1, 2018, it was announced that Adam
Mosseri would be the new head of Instagram.

 Success (Business/Revenue generated) through introducing Advertising
tools
In October 2013, Instagram began its monetization efforts, announcing that, "over the
next couple of months", video and image ads would start appearing in between users'
photos in the news feed for users in the United States.
A sample ad from Instagram, featuring the text "Sponsored" at the top right of the
image, was the first to be released.Only a limited number of brands were allowed to
advertise in the early stage.
Image advertisements officially started appearing in feeds starting November 1,

2013,followed by video ads on October 30, 2014. In June 2014, Instagram announced
the then-upcoming rollout of ads in the United Kingdom, Canada and Australia,
planned for "later this year". The same sample ad from Instagram's launch in the U.S.
was shown to users in the United Kingdom in September 2014, with ads rolling out
"over the coming weeks.
In March 2015, it announced that it would allow advertisers to buy "carousel ads", a
way for brands to upload up to five images that users can swipe through, with options
at the end for additional content or a visit to the brand's website. And in March 2016,
it started allowing video in carousel ads.
In May 2016, Instagram announced the launch of new tools for business accounts,
including new business profiles, Insights analytics and the ability to turn posts into ads
directly from the Instagram app itself.
Finally,In February 2016, Instagram announced that it had 200,000 advertisers on the

platform. This increased to 500,000 active advertisers in September 2016 and one
million in March 2017.
And finally one million in March 2017.

 ADVERTISING TOOLS
There are five types of Insta advertising i.e.
 Story ads-
 Photo ads-
 Video ads-
 Carousel ads-
 Collection ads-
This are the different types within app categories of Insta marketing.
Reach the people who matter most to you-
Make your ads reach the exact audience that you want using our precise
targeting options.
Location-
Target people based in specific locations such as counties, regions, cities or
countries.
Demographics-
Narrow your audience based on information such as age, gender and languages.
Interests-
Reach people based on interests such as the apps they use, ads they click on and
accounts they follow.
Behaviors’-
Define your audience by activities they do on and off Instagram and Facebook.

Custom Audiences-
Run ads to customers you already know based on their email addresses or phone
numbers.
Lookalike Audiences-
Find new people who are similar to your existing customers.
Automated targeting
We help you quickly create an audience who might be interested in your business
using a variety of signals, including location, demographics and interests.
Meet your business goals-
From sparking inspiration to driving action, get the business results and
customers you care about.
1-Awareness-
Drive awareness of your business, product, app or service.
 Reach
 Reach and frequency
 Brand awareness
 Local awareness
2-Consideration-
Make potential customers more aware of your products or services.
 Website clicks
 Video views
 Reach and frequency
3-Conversion-
 Website conversions
 Dynamic ads on Instagram
 Mobile app installs
 Mobile app engagement

 Examples of Advertising of social media-
Insta Advertising –
Beauty for everyone-The skincare category of L’oreal Paris, a leading global

cosmetics and beauty brand,offers a wide range of skincare solutions that include
moisturizers,cleansers,anti-ageing creams and serums,built around the idea that
everyone has worth,the brand champions inclusivity and diversity in its advertising
and product.
Their goal was to –

L’Oréal Paris wanted to raise awareness and drive sales for its new Sugar Scrubs
products in Turkey. The range is designed to be suitable for all skin types, and aims to
exfoliate, fight imperfections and unclog pore in a gentle way.
L’Oreal Paris wanted to reach people where they spend their time—on mobile
phones. With that in mind, it decided to launch the Sugar Scrubs series with a
heavy emphasis on Instagram video ads. Following Instagram’s best practice,
the videos were designed to fully fit the mobile screen—including the 9:16
dimension.
*Figure-3-Instagram advertising

Their success-
The bright videos introduced the product immediately, showing three variants—
grape seed oil, kiwi seeds, and cocoa and coconut oil—in clear focus. Text
conveyed the main messaging points directly and simply: that the Sugar Scrubs
series is gentle and results in baby-soft skin.
L’Oréal Turkey saw phenomenal results with this 2-month March–May 2018
campaign. It resulted in:
 13-point lift in ad recall
 7-point lift in brand awareness
 3-point increase in message association with the hashtag

#BEBEKSİPÜRÜZSÜZLÜK
 3X increase in Sugar Scrub sales, compared to February 2018
 3X increase in market size of Sugar Scrub sales, compared to February

2018
Other examples of advertising:-

Other Companies:-
[A]-HUBLOT-[To increase watch sale].
Hublot (French pronunciation: [yblo] is a Swiss luxury watchmaker founded in 1980

by Italian Carlo Crocco. The company currently operates as a wholly owned
subsidiary of France's LVMH. In 1980, it also marked the birth of the Fusionconcept a
few months after being founded.

[B]-LOUIS VUITTON-
[To showcase their newly launched products andaccesories,and to increase the entire
sale of their products with the help of Insta marketing viz Insta advertisement.]

{C }-Snapchat
 Introduction
Snapchat is a multimedia messaging app used globally, created by Evan

Spiegel, Bobby Murphy, and Reggie Brown, former students at Stanford University,
and developed by Snap Inc., originally Snapchat Inc.
One of the principal features of Snapchat is that pictures and messages are usually
only available for a short time before they become inaccessible to their recipients. The
app has evolved from originally focusing on person-to-person photo sharing to
presently featuring users' "Stories" of 24 hours of chronological content, along with
"Discover", letting brands show ad-supported short-form content.
Snapchat has become notable for representing a new, mobile-first direction for social
media, and places significant emphasis on users interacting with virtual stickers
and augmented reality objects. As of February 2018, Snapchat has 187 million daily
active users.
* Figure -4-World map indicating Snapchat's core users by country in 2014.

US$1.18 billion (2018)
Revenue
Operating income US$-3,486 million (2017)
Net income US$-3,445 million (2017)
US$3,422 million (2017)

Total assets
US$2,992 million (2017)

Total equity
 SUCCESS STORY
Snapchat's developing features embody a deliberate strategy of monetization.
Snapchat announced its then-upcoming advertising efforts on October 17, 2014, when
it acknowledged its need for a revenue stream. The company stated that it wanted to
evaluate "if we can deliver an experience that's fun and informative, the way ads used
to be, before they got creepy and targeted.
Snapchat's first paid advertisement, in the form of a 20-second movie trailer for the
horror film Ouija, was shown to users on October 19, 2014.
In January 2015, Snapchat began making a shift from focusing on growth to

monetization. The company launched its "Discover" feature, which allowed for paid
advertising by presenting short-form content from publishers. Its initial launch
partners included CNN, Comedy Central, ESPN and Food Network, among others. In
June 2015, Snapchat announced that it would allow advertisers to purchase sponsored
geofilters for snaps; an early customer of the offering was McDonald's who paid for a
branded geofilter covering its restaurant locations in the United States
Snapchat made a push to earn ad revenue from its "Live Stories" feature in 2015, after
initially launching the feature in 2014. Ad placements can be sold within a live story,

or a story can be pitched by a sponsor. Live stories are estimated to reach an average
of 20 million viewers in a 24-hour span.
Some notable snapchat campaigns-
Sour Patch Kids Campaign:

In the summer of 2014, Sour Patch Kids launched on Snapchat and partnered
with Vine star Logan Paul. A few days later, more than 120,000 new users on
Snapchat followed Sour Patch Kids, 2.3 million snap impressions shot by
subscribers and 1,900 mentions of the Snapchat campaign on Twitter.
Grub Hub’s Innovative Campaign:

In 2014, Grub Hub leveraged Snapshat for several campaigns. In one
campaign, GrubHub sent consumers on a scavenger hunt, and in another, the
company used the platform to help hire a summer intern. GrubHub also
launched a retro-style game called “Foods Here,” on Snapchat.
Netflix's Gilmore Girls Revival Campaign:

In 2016 Netflix converted over 200 local cafes into Luke’s, the fictional cafe
from Gilmore Girls, to promote the show’s revival on Netflix. Netflix recreated
Luke's, which was the fictional café from Gilmore Girls. Netflix sent up 10,000
paper coffee cups with a Snapcode to the coffee shops around America and
Canada. The coffee cups included a Snap code which could be scanned in
Snapchat to reveal a Gilmore Girls filter.
AS of now -186 million people on average use snapchat every day globally to talk
with friends play with augmented reality, keep up with what’s happening around the
world, and more.
On average , snap chatters use our app over 20times a day , and spend an average of
30 minutes on the app, creating 3 billion snaps daily.

 ADVERTISING TOOLS
There are five different types of Ad formats that Snapchat offers you-
1.Snap Ads-
[Drive Snapchatters to your website, app, video, AR Lens, or app store page — all in
a single swipe].
2.Story Ads –
[Draw Snapchatters into a series of Snaps with a sponsored Discover tile that lives
alongside popular content tailored to their preferences].
3.Collection Ads –

[Showcase a series of products and give Snapchatters a tappable, frictionless way to shop
and buy.]
4.Ar Lenses-
[Create memorable, interactive moments with augmented reality experiences

Snapchatters can play with and send to friends].
5.Filters-
[Take part in Snapchatters' conversations with creative overlays they can add to
photo and video messages].

 SNAPCHAT ADVERTISING
Snapchat drove millions of downloads for Peak Brain Training.
THEIR STORY :
Peak is a UK-based brain training app that helps users challenge their brain with fun
gamesand mental workouts.
THEIR GOAL :
Looking to reach Peak’s core millennial audience and drive app installs, Peak came to
Snapchat to run a direct response campaign that would offer a strong return on
investment.
THEIR SUCESS :
Peak used Snapchat's Ad Manager platform to run its app install campaign. To keep its
creative feeling fresh and its swipe-up rate high, Peak developed a series of Top Snaps
which featured different video and text-based brainteasers. Snapchatters could swipe up
on the ad to install the app seamlessly, without leaving Snapchat. In just two months,
Peak’s ads generated 1.7 million installs, making Snapchat its second-largest marketing
channel in terms of budget and impact. The right combination of creative and audience
reach capabilities allowed Peak to increase user acquisition and grow at a record level
for the company.

 Some Snapchat Ads
Figure -5- Snapchat advertising.
[Snapchat advertising of Mc Donalds.]
Snapchat advertisement of * Hardens.

*Tap tech
*Create pet
*Game time .
[Snapchat discover]

10.GROWTH OF SOCIAL MEDIA

GROWTH OF SOCIAL MEDIA
Facebook.
Instagram.
Snapchat.

11. CONCLUSIONS

CONCLUSIONS
 Social Media data analytics is one of the leading sources of advertisement

today and is changing the entire scenario of business.
 The importance of social media in the field of Marketing i.e Social Media
marketing has become a necessity, one that is imposed to the business by
overall presence and impact social networks have on the users.
 After a brief study on the Social Media analytics we can clearly understand
how social media analytics helps these companies and all the Multi National
Companies (MNC`S) to understand the want and need of their products by
using different analytics tools.
 As a result data analytics tools help these different companies to keep an
entire track of eachand every individual or a particular customer entirely.
 Data analytics tools are changing the entire nature of marketing and
advertisement from a traditional way of advertising towards a modern way.
 Data analytics tools gives an entire note on how today’s youthbehave at the
time when they are scrolling on web and Socialmedia. it reflects the entire
behavior of the customer at the time of buying the product –which is said to
be as [Data Analysis.]
 Data analytics’ tools have been a key towards the success and increase in
growth of business of different social media companies.
 In the world over 70% of internet users active on social media spend at least
one hour a day on average on those social networks we conclude that social
network have become a sort of reality in which people communicate and
interact .The 60% of those people access social network via mobile devices,
this percent will go on increasing in the future years.

12.SUGGESTIONS

SUGGESTIONS
 Social media analytics has been an outstanding platform in the field of
marketing today so it should be treated equally and should be given more
importance.
 As social media analytics is changing the traditional way of adverting into
the modern way so each and every company should adopt the use of
different data analytic tools which will lead them towards a great success.
 The data analytics tools should have a simpler user interface and user
friendly language as many entrepreneurs are not familiar with the new tools
which are often complicated to use.
 Most of the data analytics tools are available for the web version but are not
available on Mobile environment henceforth the tools should be made
available across all platforms.
 Hence data analytics tools should be developed in that manner in which not
only the youth but also the senior citizens can glance and catch it up easily.

13. Bibliography

Bibliography
Primary data –[ Data is collected by visiting a Data analytics company

ADVIUZ in Viman nagar- Pune under the guidance of HR Priyanka Agarwal .
Data is also collected by communicatingwith young audience and by analyzing

success’s of various companies.
Secondary data -http.///sprout social.com
http.keyhole.anaylitics .com
https://www.facebook.com/business/success/swish
https://www.facebook.com/business/success/zilingo
https://www.facebook.com/business/success/footway
https://www.facebook.com/business/success/sheba-xyz
www.business.instagram.com/advertising
www.business.instagram.com/blog/business-brought-to-life-instagram-pop-up.
www.forbusiness.snapchat.com/advertising#adformats
https://forbusiness.snapchat.com/advertising#adformats
www.snapbusiness.co.in

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A PROJECT REPORT ON

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA

(A STUDY OF SOCIAL MEDIA ANALYTICS)

VIVEK RAJESH GOYAL

UNDER THE GUIDANCE OF

SAVITRIBAI PHULE UNIVERSITY

FOR THE PARTIAL FULFILLMENT OF THE

BACHELORS OF BUSINESS ADMINISTRATION (BBA) DEGREE

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 1

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 2

I Mr. VivekGoyal of Brihan Maharashtra college of Commerce of hereby declare that

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 3

I would also like to express my heartfelt gratitude to my guide and Marketing

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 4

SR. NO. NAME OF THE TOPIC PG No

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 5

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 6

WHAT IS IT AND HOW TO USE IT?

Social media is an umbrella term that describes websites that

[1] Connect people

[2] Involve user generated content.

[B]-Social Media analytics-----

WHAT IS SOCIAL MEDIA ANALYTICS?

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 7

The second step determining key Performance Indicators (KPS).

• Likes and shares your posts receive.

(e.g. product that is being sold or advertised in our sence)

• Replies and comments.

• (Most important) clicks your links and contents earn.

Said to be as TRACKING OF INFO.

C] General information of social media data analytics:-

1]For a common person,(Any men/women/customer/buyer)

If a person wants to buy a watch –FOR EG – if he views that particular watch on

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 8

If any business/company or any multinational company or luxurious goods /products

*EXAMPLE-If Longines an international watch selling company sells

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 9

b] No –of comments/ Interpretation that people have given for product.

c] No –of likes & dislikes the product has.

(or the customer makes it)

d] Most importantly-Clicks or No of shares your product earns

(Or any of the data analytictools mentioned above)

e] More accurately the product need or want/demand can also

Be estimated with the help of –finding out the product in number

of bags/or carts people have saved in.

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 10

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 11

 To understand the concept of data anaylitics.

 To study how social media makes use of data analytics.

 To study the different data analytics tools.

 To appreciate the benefits of data analytics tools.

 To understand the companies deriving benefits from data anaylitics.

 To understand the data anaylitics process.

 To appreciate the success stories of Social Media.

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 12

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 13

Secondary source:The information was also collected through internet, different

Conclusion and suggestions:

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 14

DATA ANALYTICS TOOLS USED BY SOCIAL MEDIA Page 15