AY1516 T2 Team AP Overview
| Project Description | Data | Methodology |
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Project Sponsor and Background Information
SGAG is one of Singapore’s humour brands, and is a company aimed at delivering quality content that engages and entertains. SGAG’s content is crafted to cater to Singapore audiences, driven by its philosophy: “To make every Singaporean’s day a better day”. Founded in 2012, SGAG’s content distribution platforms have since grown to include popular social media platforms such as Facebook, Instagram, Twitter and YouTube, as well as mobile and web applications.
Thus far, SGAG has not devised a data-driven method to back their assumptions about their users. As their co-founder mentions, the content generated is done through "feel" (SGAG's general sentiments about each target customer segment). Their customer base has also been broken down into demographic and psychographic levels. Through greater segment targeting by content creation and channel targeting, SGAG aims to generate growth and use all 6 platforms to capture and drive user numbers up.
Motivation
SGAG's value is to consistently deliver Singaporean-flavoured content that is both funny and strikes a local chord. SGAG’s content is crafted around and based the common daily undertakings of Singaporeans and important milestones and events. These content are then delivered daily to audiences.
Its co-founder is a SMU Alumni who started SGAG in class and he has grown the brand to the current state it is in now of having over a million daily unique users across all its platforms. We find that through this project, we can get to learn more about how this startup functions and at the same time, put our knowledge into practice.
Objectives
The aim of the practicum is to provide deeper insight into SGAG's social network across its multiple platforms, namely Facebook and Twitter.
Our client is the co-founder of the company and he seeks insights that can spur growth in SGAG's follower numbers. Through our analysis and research, we aim to help discover what kind of users are on each platform; the key engagement leaders for each topic; and how wide is the reach of these individuals.
The final deliverables will aim to:
- Visualise the social networks of SGAG
- Identifying the user segments who engage SGAG's content, as filtered by topics and their reach
In order to achieve these high level objectives, the project will aim to explore some specific questions in order to find new insights within the social networks as well as validate the client's opinions about their users.
The approach to this would be to formulate a list of hypotheses that would be tested through the different stages of our analysis. A high level overview of each hypothesis is provided in the form of unanswered questions relating to content performance. Some of these questions that will be explored over the course of the project are:
- What are the types of users that are browsing SGAG?
- Who are SGAG's key influencers among its users and how can SGAG better target these key influencers?
- What topics are most relevant for which users?
- What is the role of seasonality and annual trends in the online readership pattern of SGAG's users?
This will be further elaborated on through our Methodology pages.
