Difference between revisions of "AY1516 T2 Team AP Overview"

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[[Image:Team_ap_home_white.png|16px]]
 
[[AY1516 T2 Team AP|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>HOME</b></font>]]
 
[[AY1516 T2 Team AP|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>HOME</b></font>]]
  
 
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[[Image:Team_ap_overview_white.png|16px]]
 
[[AY1516 T2 Team AP_Overview|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>OVERVIEW</b></font>]]
 
[[AY1516 T2 Team AP_Overview|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>OVERVIEW</b></font>]]
  
 
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[[Image:Team_ap_analysis_white.png|16px]]
 
[[AY1516 T2 Team AP_Analysis|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>ANALYSIS</b></font>]]
 
[[AY1516 T2 Team AP_Analysis|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>ANALYSIS</b></font>]]
  
 
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[[Image:Team_ap_project_management_white.png|16px]]
 
[[AY1516 T2 Team AP_Project_Management|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>PROJECT MANAGEMENT</b></font>]]
 
[[AY1516 T2 Team AP_Project_Management|<font color="#F5F5F5" size=2.5 face="Century Gothic"><b>PROJECT MANAGEMENT</b></font>]]
  
 
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[[AY1516 T2 Team AP_Documentation| <font color="#F5F5F5" size=2.5 face="Century Gothic"><b>DOCUMENTATION</b></font>]]
 
[[AY1516 T2 Team AP_Documentation| <font color="#F5F5F5" size=2.5 face="Century Gothic"><b>DOCUMENTATION</b></font>]]
 
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! style="font-size:15px; text-align: center; border-top:solid #ffffff; border-bottom:solid #ffffff" width="150px"| [[AY1516 T2 Team AP_Overview| <span style="color:#3d3d3d">Data</span>]]
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! style="font-size:15px; text-align: center; border-top:solid #ffffff; border-bottom:solid #ffffff" width="150px"| [[AY1516 T2 Team AP_Data| <span style="color:#3d3d3d">Data</span>]]
 
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! style="font-size:15px; text-align: center; border-top:solid #ffffff; border-bottom:solid #ffffff" width="150px"| [[AY1516 T2 Team AP_Overview| <span style="color:#3d3d3d">Methodology</span>]]
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! style="font-size:15px; text-align: center; border-top:solid #ffffff; border-bottom:solid #ffffff" width="150px"| [[AY1516 T2 Team AP_Methodology| <span style="color:#3d3d3d">Methodology</span>]]
 
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<!--------------- Body Start ---------------------->
 
<!--------------- Body Start ---------------------->
−
==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Project Sponsor and Background Information</strong></font></div></div>==
+
==<div style="background: #232AE8; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Project Sponsor and Background Information</strong></font></div></div>==
  
−
<p>Skyscanner is  leading global travel search site offering an unbiased, comprehensive and free flight search service as well as online comparisons for hotels and car hire.</p>
+
[[File:Sgag_all.png|900px]]
−
<p>Skyscanner’s flexible search options allows users to browse prices across a whole month, or even a year, allowing users to get the best deals. When you find the perfect deal through Skyscanner, you are redirected to book direct with the airline or travel agent, so you get the lowest price, with no extra fees added.</p>
 
−
<p>Skyscanner has been in the travel business for over 10 years, and employs more than 50 different nationalities in its global offices in the Edinburgh, Singapore, Beijing, Shenzhen, Miami, Barcelona, Glasgow, London, Sofia and Budapest. It has over 50 million unique visitors per month who use it to find flights, car hire and hotels in more than 30 different languages.</p>
 
−
<p>On its website, Skyscanner has a travel features and news section. This helps attract users to Skyscanner through its content marketing activities. The company constantly publishes news articles relating to travel trends, travel tips, top destinations, best deals and new product features  in order to constantly engage its users drive more traffic to the site. The project sponsor is the content manager for APAC at the Skyscanner Singapore office.</p>
 
  
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==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Motivation</strong></font></div></div>==
+
<p>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.</p>
  
−
<p>One on Skyscanner’s goals is to acquire new users and engage its current users through content marketing on its travel features and news site. The goal of the company is to drive more users to the website in order to increase its metric of unique monthly users. This metric has a large impact on revenues as well as the valuation of Skyscanner and similar internet companies. It has been growing at a high quarter on quarter growth rate over the last 2 years and Skyscanner wishes to maintain this high growth rate. </p>
+
<p>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.</p>
−
<p>As a lean organization, Skyscanner has limited resources for content marketing and hence must use resources in a way to maximize impact. This impact is measured through page views and engagement metrics. Skyscanner believes in the idea of “Build. Measure. Learn” and hence is constantly conducting experiments such as A/B tests in order to reevaluate and improve its processes. </p>
+
 
−
<p>The Content team has similarly been moving towards a data driven approach over the last year but there is still a lot of room for improvement. Below is the new process flow for content creation. This process is constantly improved through experiments, feedback and learnings. </p>
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==<div style="background: #232AE8; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Motivation</strong></font></div></div>==
 +
 
 +
<p>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.</p>
 +
 
 +
<p>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.</p>
 
<!-- INSERT CONTENT WORKFLOW HERE -->
 
<!-- INSERT CONTENT WORKFLOW HERE -->
  
−
==<div style="background: #95A5A6; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Objectives</strong></font></div></div>==
+
==<div style="background: #232AE8; line-height: 0.3em; font-family:helvetica;  border-left: #6C7A89 solid 15px;"><div style="border-left: #FFFFFF solid 5px; padding:15px;font-size:15px;"><font color= "#ffffff"><strong>Objectives</strong></font></div></div>==
  
−
<p>The aim of the practicum is to provide deeper insight into the performance of different content pieces on the Skyscanner travel and news features site. </p>
+
<p>The aim of the practicum is to provide deeper insight into SGAG's social network across its multiple platforms, namely Facebook and Twitter. </p>
  
−
<p>The client is a content manager who intends to use the results from our analysis in the content planning process in order to make the most optimal use of resources. This will help decide what kind of content is to be created at different times of the year in order to maximize the number of visitors to the Skyscanner news site. </p>
+
<p>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. </p>
  
 
<p>The final deliverables will aim to: <br>
 
<p>The final deliverables will aim to: <br>
−
# Identify the different web content factors that affect content performance in order to differentiate between high and low performing content
+
# Visualise the social networks of SGAG
−
# Facilitate the content planning process by way of an interactive dashboard
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# Identifying the user segments who engage SGAG's content, as filtered by topics and their reach
 
</p>
 
</p>
  
−
<p>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 content database as well as validate previously held intuitions about the performance of different types of content. </p>
+
<p>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. </p>
  
 
<p>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:<br>
 
<p>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:<br>
  
  
−
* What are the most popular content themes that resonate with users in each of the given markets namely Singapore, Malaysia and Thailand?
+
* What are the types of users that are browsing SGAG?
−
* What are the common attributes that lead to some content pieces drawing in most of the traffic?
+
* Who are SGAG's key influencers among its users and how can SGAG better target these key influencers?
−
* Should the strategic focus be on generating more articles to drive traffic or focus on fewer quality articles?
+
* What topics are most relevant for which users?
−
* What is the role of seasonality and annual trends in the online readership pattern of Skyscanner users?
+
* What is the role of seasonality and annual trends in the online readership pattern of SGAG's users?  
−
* How can the content planning process be streamlined in order to create maximum impact with minimal resources?
 
−
* Is there an ideal standard format for news articles that best caters to the needs of the users?
 
 
</p>
 
</p>
  
 +
This will be further elaborated on through our Methodology pages.
 
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Latest revision as of 20:18, 17 April 2016

Team ap home white.png HOME

Team ap overview white.png OVERVIEW

Team ap analysis white.png ANALYSIS

Team ap project management white.png PROJECT MANAGEMENT

Team ap documentation white.png DOCUMENTATION

Project Description Data Methodology

Project Sponsor and Background Information

Sgag all.png

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:

  1. Visualise the social networks of SGAG
  2. 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.

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