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ACKNOWLEDGEMENT
Though it may appear the following “Eulogizing” exposition of monotonous beat of a usual
acknowledgement I assert, beyond the confines of simple sense of the word “gratitude”.
I would like to thank Mr. Dinesh Kotha who gave this opportunity to work at Confirm Ticket
Online Solutions Private Limited I express my profound gratitude to my acknowledged guide
Mr. Pranav Chimular whose guidance and constant inspiration led towards the completion of
the project work. I would also like to thank all the employees of Confirm Ticket Online
solution Private Limited who helped me during the course of project and without whom this
project would not have been possible.
I am also thankful to my faculty mentor Prof. Rajat Sharma for assisting me in
staying in track with the project. I seize this opportunity to pass on my deep felt thanks to
those who have helped me directly or indirectly for the successful completion of this report.

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Table of Contents
1. Introduction & Background………………….……………………………………….3
2. Email marketing
a. Types of Email campaign …………..……………………………………………5
b. Software, Websites and tool use..….……………………………………………..7
c. Facebook Email hack and spam check….………………………………………..8
3. User Online Onboarding
a. Tools and website used……..……………….……………………………………9
b. Application……………..………………….……………………………………...9
4. Facebook marketing
a. Posts and results ………..………………………………………………….……10
b. Year plan and analysis…..……….…,,……………………………………..……15
c. Content management.……………….………………………………………...…17
5. Online Survey
a. Tools and website used………………………………………………………….18
b. Application and analysis……………………………………………………..….19
6. Pamphlet test campaign……………………………………………………………..20
7. Online reputation management……………………………………………………...21
8. Instagram and Pinterest……………………………………………………………...23
9. Achievements...……………………………………………………………………...24
10. References…………………………………………………………………………...25

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Introduction and Background
Confirm ticket online solution Private Limited is a growing name in field of travel in
India. It solves the basic problem on Indian train travellers.
Key Features:
1. Predict confirmation chances of waitlist train tickets
2. Discover confirm vacant seats from next/previous stations
Key Stats:
1. 25 million+ PNR predictions
2. 170 million+ Train predictions
3. 6 lac + downloads on Android
4. 40,000+ daily users
Prediction is computed based on the historical data like booking and cancellation
trends, station quota, seasonality, holidays, days of the week and many other such
parameters.
Available on Android, Windows and iOS and also having web service.
Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company increase brand exposure
and broaden customer reach. In our case the different Social media channels used
were Facebook, twitter, Instagram, Pinterest and many other.
Facebook: The official page of company had 36K like already but engagement and
traffic was very low.
Instagram: 3 post in a year
Pinterest: Inactive
The initial objective was to increase the traffic and engagement through relevant and
engaging posts.
Email marketing is directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential or current
customer could be considered email marketing. We had three type of Email
campaign in span of two months. 1. Acquisition 2. Lifecycle Emails 3. Newsletter
Emails.
Online reputation management (ORM) is the practice of crafting strategies that
shape or influence the public perception of an organization, individual or other entity
on the Internet. It helps drive public opinion about a business and its products and
services. So ORM is focused on repairing malicious content: anonymous, negative
online commentary posted on Internet forums and in the comments sections
accompanying blogs and media platforms. We took different forum like 1. Google
Play store 2. Facebook 3. Quora where we tried to answer the relevant doubts of
consumers and tried to give best possible positive perception about the company.
Online Surveys help in knowing the feedback from targeted audience. It helps in

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planning and strategizing the future path for any company. There are many
companies which gives free online surveys and their analysis. You just need to make
the survey on the tool and embed the given code on your website and the responses
are recorded and analysed by these website.

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Email marketing
Email marketing is one of the easiest and most effective marketing channel. I did
three campaign
1. Acquisition: Emails to new people and introducing them to the organization. It is
important to get targeted audience for this campaign and fortunately my mentor had
a lists of Email that was collected by him.
2. Lifecycle Emails: These Emails were sent to those who have already installed the
app.
Lifecycle email consisted of 7 emails were each email were sent to particular group
of people falling in that category. For example If a person have just installed the app
we used send them a Welcome email introducing them about the app and its feature.
I designed and created the campaign. Seven Lifecycle emails were:
A. Welcome Email:
For the people who have just installed the app they will get an Email which will
include the key feature and how to use them.
B. Introducing alternate feature
A special feature of the app. If a person have not used this particular feature (this
can be tracked by help of Moengage) then we will send this Email after filtering.
C. Introducing Live status feature
A special feature of the app. If a person have not used this particular feature (this
can be tracked by help of Moengage) then we will send this Email after filtering.
D. Introducing offline feature
A special feature of the app. If a person have not used this particular feature (this
can be tracked by help of Moengage) then we will send this Email after filtering.
E. Secrets to book Tatkal tickets.
An additional points for people so that they feel really engaged with the app.
F. We miss you Email
If a person is not using the app often we will send this Email and suggesting them to
use any new update feature.
G. Uninstall Email
If a user have uninstalled the app we will send them the Email asking for feedback
that what made them uninstall the app. Analysing the feedback we can change the
certain required things according to users.

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3. Newsletter Emails.
This Email was for the people who have subscribed Confirmtkt. This Email used to
consist a week activity including Blog posts Video, Images and App updates. The
Email was sent on every Tuesday and the main purpose of this type of mail was to
keep the subscribers active and make them feel about our presence and about our
activities.

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Tools and Website used
Email campaign consisted of three major parts:
1. Design
2. Create campaign
3. Analysis of campaign
Design of campaign was mainly done on online websites like Mailchimp.com and
Sendy.com. Both of these websites are very user friendly and easy to use. Fair idea
of content can be taken from reallygoodemails.com.
Creating campaign: We can create campaign once we have designed the Email. The
target audience that is receiver of the campaign should be accurate. Short but crisp
subject line (for eg. Get confirmed Railway tickets for your next trip!) with good
content is necessary for better conversion or goal achievement. Once subject line is
applied, mail content is pasted, you have to upload the list of receiver and then just
with a click we can start the campaign. In many websites we have the option to
schedule the campaign which can help us to plan in a better way.
Analysing the Campaign: Analysing the campaign is as important as creating one.
We should be aware of what people are liking and what not and take further step
accordingly. We can see the number of people who are opening the mails from both
these websites.
Moengage is a website where you need to link you application with the website and
Email ID of every user have to be entered. It gives you in depth analysis and filtering
option to target and retarget people. It have many additional features for analysis for
eg. Number of clicks on particular CTA, Number of people achieving the goal that
you wanted etc. Number of filters are available and we used it mainly for targeting
the users of application.
We used sendy more for acquisition purpose. It had many additional feature like we
can download the list of people who have not opened the mail and we can redesign
the mail and send to these people. We can know how many people unsubscribed
and blocked the email.
Reallygoodemails have some good emails format and collection of some best
emails. We took idea from this site and used it in our campaign.
Spam score tells you if the sent email will be received by receivers in inbox or spam
box. You can easily check the spam score by using this website www.mail-
tester.com. If the score is less than 5 then receiver will receive it in Spam box or else
in Inbox. The various parameters in takes in account for spam score is mentioned on
the website. The measures that should be taken to increase the score is also
mentioned in the results.

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Facebook Email growth hack:
We founded a way to get the facebook email Id from the profile link of the user. We
used targeted group having people who are avid traveller or fans of railways. For eg.
Indian rail fan and we opened the all members tab from there we took links of all
users curated the link in Excel to get facebook email ID and stored the IDs.
We did it for almost 4-5 groups for test campaign. We created the campaign in sendy
and sent the introductory mail about the company and the features it offers.
The results were not encouraging so we had to drop this idea.

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User Online Onboarding
User Onboarding is the process of increasing the likelihood that new users become
successful when adopting your product.
We carried out an online survey on company’s own website concluded that many
people find problem in understanding a feature presentation. So an online
onboarding was the need of an hour. There were many websites that are available
which helps you to design the oboarding experience. You have to download the
plugin and activate on the page you want to show it and then click and write the text
box you want to show on the particular click.
Whatfix allows you to embed guides and 'flows' in your website or application to
reduce customer support queries and improve user onboarding. It's easy to use, with
no coding or HTML knowledge needed. Whatfix works through a browser extension,
so it's always accessible on the cloud and can be set up in minutes. You can use
both slideshows and videos to guide users, who are driven step-by-step to complete
a task, and all guides are fully interactive. Whatfix integrates with Google Analytics to
analyse data using pre-defined dashboards and reports, and builds custom reports
that can be scheduled to arrive in your email inbox. Whatfix also encourages self-
service and cuts down on customer inquiries with the 'self help widget.'
As shown in the figure the yellow box is the text box that will appear as soon as you
open the website after completing that task another such box will guide you and so
the process is easy to understand and it guides you to complete the task.

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Facebook Marketing
Facebook has an ample amount of social actions that users perform daily. Through
likes, comments, shares, and status updates, a Facebook user is able to interact in
various forms of communication. Users can also interact with brands on Facebook
as well.
Facebook represents a large portion of social media marketing for marketers through
the brand pages and social interactions that take place on the network. The platform
also has a huge source of advertising capabilities, which digital marketers can use
for brand awareness and/or lead generation. It can be one of the biggest traffic
sources for brands and companies’ websites in comparison to the other social media
platforms.
With its wide capabilities and user base, Facebook marketing is essential to any
social media marketing campaign.
The organization had an official Confirmtkt page on Facebook with 36K like but
engagement and activities numbers were not engaging. So to bring the traffic to the
page and increase the targeted audience the need was to have relevant and
attractive content on continuous basis.
Post Frequency

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We posted almost three posts every day that included topics like:
 Train journey is the only way to experience these 10 sceneries!
 Railway stations in India get world-class Japanese signalling system
 24 Indian railway facts which you should be proud of as an Indian!
 Places in India that look like game of thrones locations!
 Prabhu suspends constable after his video taking money from passengers
 9 ways Modi government changing the face of Indian Railways!
 8 Railway Stations in India That Prove Traveling is About the Journey
 Suresh Prabhu promises redevelopment of 48 suburban railway stations
 Indian Railways to plant 5 crore saplings on rail land before monsoon!
As a result of relevant content and boosting the content to relevant crowd the
page likes and reach spiked. As shown in figure the regular posts helps the
page to get regular likes and reach.

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Page likes are 49.8K for now and the average reach and likes have risen as shown
in table. The tables show the difference between the performance of March month
and April-May month.
Performance of April-May
Performance of March

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Different parameters are compared and we can easily observe the growth of all
parameters.
Some of the posts and the response of people as shown in the figure.

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It is important to mix up the content posted. Trolls in form of images and Videos are
also essential to keep the audience engaged. Posts consisted of mixture of videos,
pictures and articles the numbers is as shown below.
As shown in figure 133 blog posts, 31 pictures and 9 videos were posted.

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Year plan and analysis
Year plan consisted of different festivals and celebrations that can be targeted or on
which campaign can be done. The analysis consists of date, day, occasion and the
purpose for the campaign. It also includes the number of days it will need to be
executed.
Month and
Date Day Festival Preparation date Purpose
July
7 Thursday Eid al-Fitr-Ramadan Just a post will do
August
15 Monday
Independence Day 11-12 August
Campaign in which we can target
all kind of people
18 Thursday
Rakhi 13-14th August
Three main ocassion. Can target
Raksha Bandhana and it will take
4 days or less to ideate and
execute.
25 Thursday Krishna Janmashtami
September
5 Monday
Ganesh Chaturthi 1st of September
Famous in Gujarat and
Maharastra and we have less
audience from that part of
country we can target people
easily by some campaign based
on this festval
13 Tuesday Onam, Eid al-Adha
October
2 Sunday
Gandhi Jayanti
29th of
september
A campaign can easily be done on
such topic.
9 Sunday
Durga Ashtami 4th of october
Famous in Bengal and Orrisa a
small campaign targeting people
of these two states can work.
30 Sunday
Diwali, Lakshmi Puja 20th of october
Diwali need to be targeted but a
proper planning is needed. A
week would be sufficient!
November
1 Tuesday Bhaiya Dooj

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6 Sunday
Chhath Puja 2nd November
As we have large customer base
there we can leverage it and try
to get more audience from this
campaign
December
12 Monday Milad an-Nabi, Id-e-Milad
25 Sunday
Merry Christmas 20th December
Easy to design campaign on this
festival and every company will
be taing leverage of it

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Tools and Website used for content:
Content is an integral part for online marketing. To get the best and most relevant
articles you need some reliant source. We had some sources from where we used to
get idea for the articles. We used Contentmart for getting article written.
Contentmart is a content marketplace that serves as a wonderful platform not only
for the authors and copywriters but also for those who are looking for the perfect
wordsmiths. With the mission to bridge the literary artists and those who need their
services, Contentmart has a categorical presentation of the lists of the content
experts as well as the content requirements placed by the users. The interface is
easy to use and features a structured navigation system for clients and writers to find
each other.
After getting it written from Contentmart we used to optimize it in wordpress blog of
Confirmtkt. Using different plugins like Yoast SEO and Squirlly we used to make it
suitable for posting.
The points kept in mind while doing SEO is as mentioned:
These are the points that are considered for SEO. Green colour shows that your content is
following that rule, orange shows you can still improve on that point and red shows that you
are violating that point. Steps are taken to make all points green and so that our content is
optimized.

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Online Survey
Feedback is very necessary part for strategy and planning. Online survey gives you
that feedback direct from consumers. Online surveys are easy to conduct and easy
to analyse the results. To add to these facilities various tools are available for free
which helps you create your survey and stores and analyse the results for you.
We used freesurveycreator for creating and analysing the feedback. Some of the
survey questions that were applied are as mentioned below:
1. What status would you like to see when Indian railways server is down?
A. Last checked data (with refresh button)
B. Data Not available
(with refresh button)
C. I can't say
2. Do you understand the alternate options on the same train?
A Yes, It was pretty easy to understand.
B I am not sure
C I was not able to understand at all
3. What would you like to see as prediction (CONFIRMTKT STATUS)?
A. Percentage chance of confirmation
B. High, medium or low chance.
C. Number of tickets can be booked safely
4. Is getting confirmed ticket for major part of the journey better than no ticket for full
journey?
A. Yes, I'll adjust for part of the journey
B. No, I would not travel
C. I can't say
5. Would you like to see the past trends of WL confirmation for your train?
A. Yes, trends are helpful
B. No, I want only prediction
C. I can't say
6. Are you ready to pay subscription fee for Ad free service of Confirmtkt?
A. Yes, I am ready to pay.
B. No, I am fine with Ads.
7. Would you like to have periodic updates(say -Everyday) about your PNR status?
A. Yes, I would love to have the update
B No, I can check by myself
8. Would you like to customize the alerts for PNR status?
A. Yes, I'd like to decide the frequency
B. No, I'm okay with default settings

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C. I can't say
After survey was formed a code is generated that is applied on the website and this
survey pops up on the bottom of the screen.
Results are stored and analysis is shown in form of percentage distribution among
the options mentioned.

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Pamphlet Test campaign
Pamphlet distribution is most traditional but really effective way of spreading words in
the particular area. To target particular audience pamphlet can be proved to be very
effective. The foremost and important step is to target the audience. Since Confirmtkt
is an organization connected to railways and it’s solution what better audience and
place can be other than Railway station itself.
Clear with the audience and region, the design of pamphlet should be attractive and
easy to understand. Pamphlet was designed by organization keeping various
parameters in mind. One page, one side printed pamphlet having all necessary
details with proper description of features it offers and a number on which a person
can give miss call and get the link to download the app.
As a test campaign I reached Bangalore Railway Station (Majestic) by 9 o’clock and
started distributing the pamphlet whoever was leaving the station. Till 12:30 I
distributed the pamphlet. To measure the effectiveness of the campaign we used
number of miscall that were received that day. The total number of miscall that was
recorded were 27.

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Online Reputation Management
Online reputation management (ORM) is the practice of crafting strategies that
shape or influence the public perception of an organization, individual or other entity
on the Internet. It helps drive public opinion about a business and its products and
services.
Google’s app store is a platform where you get all information regarding an app. You
can even see the reviews and the reply back of the organization about the app which
is a major influencer for the download. There are many such platforms which binds
the reputation of organization with it. It’s important to form right impression about
organization on every platform possible.
Confirmtkt having an application on Google’s app store, Window’s app store and
Apple’s app store. People give review about the app on all the three app store.
Google’s app store gives the feature to reply them back on their review. And they get
back the reply on their respective registered Email ID. So this way you can engage
the user as well as maintain the reputation online.
It is tedious task to reply each one of the review on the store. But it is observable that
people are having similar kind of review for a particular app so replying them (People
having same kind of opinion) with the same answer is not a bad option. So there
must be some particular opinions and the replies you need to know and rest will be
an easy task.
Some opinion do need technical support, in such case I used to ask the responsible
person and reply back to the user.
One hack that we discovered while answering. A person get an Email every time we
reply him. So a person have given us less rating for some wrong reason or by
mistake we can reply them more than once asking them to correct or reconsider to
rate. This helped us to get many updated rating which got changed from low rating to
high.
This trick can even be used to introduce new feature to few people who have given
us good rating and so on.
Apart from app store review, Facebook is a place where people comment about the
organization the page of the organization. To answer them positively and to be active
is really important. Even answering them on message can form opinion about your
company in their mind.
Quora is also such platform where people ask question about many organization and
people answer them. Many railway related questions are also asked. As an
organization whose prime motive is to solve railways problem it is a good platform to
make its presence feel. I tried to answer any question related to railways or travelling

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having a link for the confirmtkt that helped to bring traffic to website or increase the
download.

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Instagram and Pinterest
An entirely different social media platform where we can target different crowd.
Average age on Instagram is between 25 to 34. Confirmtkt wanted to target young
crowd so Instagram was the best online platform to engage them. Confirmtkt had
Instagram account but it was completely inactive, having 257 follower in a year. First
objective was to get some posts on Instagram and get active.
Content on Instagram was entirely different from Facebook or Quora. Attractive
images with some clear message was need to get maximum reach. The best part
was we don’t need to boost to reach to people. A post by any account will reach to
all their followers and so reach increases. Initially the posts got very few likes and as
we were not following anyone the reach was minimum. We followed some influencer
and some accounts gradually. From the next post onwards the likes spiked. Last two
posts we got almost 100 likes.
I am still exploring the ways to get the post viral or get to maximum reach on
Instagram.
Pinterest is another interesting social media platform where you can engage the
target audience with help of relevant posts. Pinterest is a free website that requires
registration to use. Users can upload, save, sort, and manage images—known as
pins—and other media content (e.g., videos) through collections known as
pinboards. Pinterest acts as a personalized media platform. Users can browse the
content of others in their feed. Users can then save individual pins to one of their
own boards using the "Pin It" button, with Pinboards typically organized by a central
topic or theme. Users can personalize their experience with Pinterest by pinning
items, creating boards, and interacting with other members. The end result is that the
"pin feed" of each user displays unique, personalized results. There is lot to explore
in this platform. We posted some pins and tried to get the reach on this platform.

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Achievements
Words of appreciation from the guide
Words of appreciation from Co-founder

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Reference
 www.facebook.com/confirmtkt/?fref=nf
 www.wikipedia.com
 www.fanpagekarma.com
 www.pinterest.com
 www.whatfix.com
 www.freesurveycreator.com