PROJECT REPORT ON

SOCIAL MEDIA

SUBMITTED TO:
DR. DEEPALI BHARDWAJ
SUBMITTED BY:
TEJASAV VIJ (143/2018)
VIBHOR AGARWAL (144/2018)
ADITYA VIKRAM SINGH (146/2018)
RIDHIMA SETHI (147/2018)
SWATI AGARWAL (148/2018)
TUSHAR BHATIA (149/2018)

a
 Table of Contents

TITLE PAGE NO
Preface I

Acknowledgement ii

1) Introduction 2

About the Company

2)Metrics Report 3

3)Performance Evaluation 7

8
4)Recommendations

b
 PREFACE

This Project Report has been prepared in fulfilment of the requirement for the subject:
MANAGEMENT INFORMATION SYSTEMS (Trimester-2) in the academic year 2018-2019
.

i
 ACKNOWLEDGEMENT

We are grateful to Lal Bahadur Shastri Institute of Management, Delhi for providing us the
opportunity of working on this project. It has enabled us to gain immense knowledge about
various social media matrix .
We would also like to express our sage sense of gratitude and indebtedness to our
“MANAGEMENT INFORMATION SYSYTEMS” professor “Dr. DEEPALI BHARDWAJ”
for giving us the opportunity to do this insightful project.
The knowledge and guidance imparted by her made this project a more organized and learning
activity for us..

ii
 Introduction

One of the first Indian brands to have won over the hearts of the common people of the country
is Amul, an Indian dairy cooperative. The journey of the brand from its humble beginnings in
Anand, Gujarat to becoming one of the world’s largest dairy company is nothing short of
remarkable and involves the common man of India.

Brand Amul

Amul is valued at more than $3.2 billion but more than these figures, of more importance is
the transformation it has brought up to the lives of the Indian people, especially the farmers
living in rural areas. With over 3 million farmers as its members, Amul is present in over 50
countries, supplying a diverse range of dairy products such as milk, butter, curd, ice-cream,
cheese, fresh cream, chocolates to name a few.

Advertising

The logo and slogan of Amul were designed keeping in mind the taste and diverse nature of
the country. It reinforces Amul’s commitment to bring quality food products to the common
people of India. The mascot of Amul, the hugely popular ‘Amul girl’, a young Indian girl
dressed in a polka dotted frock with blue hair and a half pony tied up along with Amul’s
advertising campaign relating to day-to-day issues have become part of the lives of every
Indian.With innovations like ‘Any Time Milk (Amul), which dispenses 300-ml pouch of milk
for Rs 10, Amul is constantly trying to reinvent itself. It is one of the few Indian brands to have
captured the consciousness of the Indian people and created immense goodwill for itself in the
country and the world.

2
METRICS REPORT

Different types of metrics that we have used to evaluate Amul social media interaction with its
customer:

Engagement metrics
-This metrics tell us how people are interacting with your content

Applause Rate- It is the number of approval actions (e.g., likes, favourites) a post receives
relative to your total number of followers.

Total number of likes in 10 days = 115929

Total number of follower =1516036

Applause rate % = (no of likes / total no of follower) *100

=(115929 / 1516036) * 100

= 7.6

It is very important metrics because it shows whether the content is valuable to the customers
or not.

Amplification Rate

Amplification Rate is the ratio of shares per post to the number of overall followers.

t is the rate at which your followers take your content and share it through their networks.

Total number of share in 10 days = 4583

Total number of follower =1516036

Amplification rate =(4583/1516036)*100

=0.3%

higher the amplification rate, the more willing the followers are to associate themselves with
the brand

Average Engagement Rate

Average Engagement Rate is the number of engagement actions (e.g., likes, shares, comments)
a post receives relative to your total number of followers.

Total number of comments in 10 days = 1077

3
Total number of likes in 10 days = 115929

Total number of share in 10 days = 44583

Total number of follower =1516036

Applause metrics- It tells us that how audience like the content

Total number of likes in 10 days = 115929

Total number of post = 48

Applause rate = 24116

Average Engagement Rate = (total likes + share+ comment) / total no of followers *100

= (1077+ 115929 + 4583) / 1516036 * 100

= 8.0

It’s an important metric because higher engagement means your content is resonating with the
audience.

Awareness metrics

Social share of voice(SSOV) - It measures how many people are mentioning your brand on
social media compare to your competitors.

Mentions can be

* direct

* indirect

4
 Amul's SSOV
120000

100000 105327

80000

60000

40000

20000 28395
14081
0
amul 10 day amul avg per day amul competitors avg

SSoV is, essentially, competitive analysis: how visible—and therefore, relevant—is your brand
in the market.

From the above graph we can see that amul average SSoV for the past 10 days is almost half
of the it’s competitors average

Conversion metrics These numbers demonstrate the effectiveness of your social

engagement.

Conversation Rate- it is the ratio of comments per post to the number of overall followers you
have.

Total number of comments in 10 days = 1077

Total number of follower =1516036

conversation rate percentage = (1077/ 1516036)*100

=0.071

Customer Testimonials-are any customer review, assessment, comment, endorsement, or

interview relating to a brand.

5
Amul has started this campaign on Dr Kurin’s birthday

These testimonial benefit is that a consistent stream of sincere testimonials on social media

will garner trust and credibility while boosting your brand’s presence.

Amul has started this campaign on Dr Kurin’s birthday .

6
 PERFORMANCE EVALUATION

Amul used this logo to congratulate Mary Kom for winning the gold medal.

Weekend vs Weekday

weekend
48%
52% weekday

From the above graph we can see that Amul 52% of the times post on weekend because people are free at
weekends and the probability of using facebook is high during this period.

7
 RECOMMENDATIONS

Amul Facebook page is growing 108+ followers a day on average but Kwality wall
Facebook page is growing at 210+ a day. Likewise, many Amul’s competitor’s
social media reach is growing faster than the Amul which show rivals are closing
the gap of number of followers.

Amul should now be focussing on different audience especially the youth since they
hace the vast present on social media.

Devise a special campaign focusing on youth so that Amul’s virality rate increases,
as a result Amul Facebook following will increase.