Opportunity knocks once. And that is exactly when you have to grab it.
My opportunity came with a horn when I caught my redBus and was selected as a summer intern.
This is not actually a story of my internship but a flow of opportunities that I got back to back during my internship where I was groomed, I learnt, I evolved my skills and capabilities.
Stepping out of your comfort zone explores a better you.
redBus is India’s largest online bus ticketing platform that has transformed bus travel in the country by bringing ease and convenience to millions of Indians who travel using buses.
Founded in 2006, redBus is part of India’s leading online travel company MakeMyTrip Limited (NASDAQ: MMYT).
To dig deeper, I divided my work into three segments. Firstly, understanding engagement through Social Media channels mainly Instagram. Secondly, working on the analysis from the current available database and understanding about source and journey routes. At last, gathering information from these and further working to engage students via STUDENT LOYALTY PROGRAM as they will provide lifetime value for the organization.
While studying the competition, I have tried to map the company’s content topics, frequency of posting, style, tone of voice and engagement to its competitors.
Overall the analysis shows redBus growth and dominance with 70% of the Market Share in Online Bus Ticketing System. The company’s SEO optimization is much better than competitors. The analysis of the Company also shows that the company utilizes a combination of methods to achieve the recognition that it both desires and needs.
To understand the Persona and to design the Customer Journey, so that it can be mapped to the Value creation , I divided the Customer journey into stages and then mapped it to Categories and Sub Categories accordingly which will help in Tagging of various articles and generate driven traffic accordingly.
To analyze the performance matrix for the post Campaign Figures which is the most essential part I worked on Google’s Tool – DATA STUDIO and completed its certification.
The data was gathered from the redBus Dashboard which was used as input to analyze various performances on factors like State-wise split, GMV Values depending upon pre and post campaign periods, new users, and new app installs, bus operators, bus agents, sales tracker etc. and their multiple combinations.
In addition the tool allows you to define date parameters where you can set the date for the periods you want to extract data and enhance your visualization
Sales Tracker is used to analyses daily sales of redBus which further can be filtered on the basis of city or particular month, etc to analyze the daily performance and measure the matrix by day-to-day comparison. Also day-to-day analysis is measured when there is an active campaign running.
KEY LEARNINGS
For any Social Media Campaign:
Understand your audience.
Give your brand a personality.
Share engaging content and high-quality images.
Build relations with influencers.
Implement, analyze and repeat.
Findings from Survey:
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I am very grateful to redBus and Mr. Shreesh Deepak Pant for giving me this opportunity. The platform given by them helped me learn the live scenarios and the exposure I garnered during this period really helped me to understand the technicalities in a much better way.