Difference between revisions of "ANLY482 AY2016-17 T1 Group1: PROJECT FINDINGS/Post"

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'''Top Posts with Most Reach'''
 
'''Top Posts with Most Reach'''
[[File:ANLY482_Group1_Figure4_8.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_8.png|400px|center]]  
[[File:ANLY482_Group1_Figure4_9.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_9.png|400px|center]]  
 
Based on our discussion with SGAG, Reach is an important factor in deciding the performance of a post. Higher Reach indicates that the post is seen by a larger audience base. Hence, examining the top posts with most reach will allow us to know the different types of post that attracts the most audience. Figure 4.8 illustrates the Top Reach generated by SGAG Facebook posts over the past year. The top performing post reaches over 4 Million audiences which is 8 times the total likes of SGAG Facebook page. Meanwhile, Figure 4.9 shows us the different type of posts that generated the highest reach. These posts are relevant to the current happening events or trends, as well as related to the pride of Singapore.  
 
Based on our discussion with SGAG, Reach is an important factor in deciding the performance of a post. Higher Reach indicates that the post is seen by a larger audience base. Hence, examining the top posts with most reach will allow us to know the different types of post that attracts the most audience. Figure 4.8 illustrates the Top Reach generated by SGAG Facebook posts over the past year. The top performing post reaches over 4 Million audiences which is 8 times the total likes of SGAG Facebook page. Meanwhile, Figure 4.9 shows us the different type of posts that generated the highest reach. These posts are relevant to the current happening events or trends, as well as related to the pride of Singapore.  
  
 
'''Top Posts with Most Engagements'''
 
'''Top Posts with Most Engagements'''
[[File:ANLY482_Group1_Figure4_10.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_10.png|400px|center]]  
[[File:ANLY482_Group1_Figure4_11.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_11.png|400px|center]]  
 
Posts with most engagements are posts that generate discussion amongst the audience, these posts spark the interests of the audience, such that people keep interacting with the posts and share it to their friends. Engagements allow the post to reach out to the friends of people that are interacting with the posts and thus, will potentially generates higher reach. Hence, engagements of a post are also an important indicator of the post’s performance. Figure 4.10 depicts the posts with top engagements, while Figure 4.11 represents the instances of such posts. While the 3 posts shown in Figure 4.11 are of different topics, a noteworthy observation is that all of the 3 posts are considered as humorous posts.
 
Posts with most engagements are posts that generate discussion amongst the audience, these posts spark the interests of the audience, such that people keep interacting with the posts and share it to their friends. Engagements allow the post to reach out to the friends of people that are interacting with the posts and thus, will potentially generates higher reach. Hence, engagements of a post are also an important indicator of the post’s performance. Figure 4.10 depicts the posts with top engagements, while Figure 4.11 represents the instances of such posts. While the 3 posts shown in Figure 4.11 are of different topics, a noteworthy observation is that all of the 3 posts are considered as humorous posts.
  
 
'''Posts with Most Negative Feedbacks'''
 
'''Posts with Most Negative Feedbacks'''
[[File:ANLY482_Group1_Figure4_12.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_12.png|400px|center]]  
[[File:ANLY482_Group1_Figure4_13.png|500px|center]]  
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[[File:ANLY482_Group1_Figure4_13.png|400px|center]]  
 
As seen in Figure 4.12, the amount of negative feedbacks received from SGAG’s audience are not very significant, most of the posts received lesser than 100 negative feedbacks and the post with most negative feedbacks received 237 feedbacks. While the figure of negative feedbacks is not as noticeable as compared to the number of engagements and reach that SGAG have, posts with negative feedbacks are able to show SGAG the type of posts that people dislike and will be able to help them in deciding what kind of Facebook post to craft in the future. From Figure 4.13, the post with most negative feedbacks features a picture that is perceived as indecent, while it is actually a dog cartoon character. The reason of why this specific post generated highest negative feedbacks among all the posts this past year may be due to the preview picture deemed inappropriate to be shown in social media platform like Facebook as kids of any age will be able to enter the social media platform easily. It is important to note that the next two posts with most negative feedbacks are also posts with relatively high reach and engagements. This is because popular posts appear frequently on people’s timeline and some may find it annoying and repeating. Hence, decided to hide it away from their timeline. As for the last post on Figure 4.13, while most people find it funny, others may see the video as disrespectful act towards our Prime Minister, Mr Lee Hsien Loong, this results in higher negative feedbacks in this post.
 
As seen in Figure 4.12, the amount of negative feedbacks received from SGAG’s audience are not very significant, most of the posts received lesser than 100 negative feedbacks and the post with most negative feedbacks received 237 feedbacks. While the figure of negative feedbacks is not as noticeable as compared to the number of engagements and reach that SGAG have, posts with negative feedbacks are able to show SGAG the type of posts that people dislike and will be able to help them in deciding what kind of Facebook post to craft in the future. From Figure 4.13, the post with most negative feedbacks features a picture that is perceived as indecent, while it is actually a dog cartoon character. The reason of why this specific post generated highest negative feedbacks among all the posts this past year may be due to the preview picture deemed inappropriate to be shown in social media platform like Facebook as kids of any age will be able to enter the social media platform easily. It is important to note that the next two posts with most negative feedbacks are also posts with relatively high reach and engagements. This is because popular posts appear frequently on people’s timeline and some may find it annoying and repeating. Hence, decided to hide it away from their timeline. As for the last post on Figure 4.13, while most people find it funny, others may see the video as disrespectful act towards our Prime Minister, Mr Lee Hsien Loong, this results in higher negative feedbacks in this post.
  

Revision as of 22:11, 16 October 2016

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PROJECT OVERVIEW

 

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DOCUMENTATION

POST LEVEL ANALYSIS

Reach by Post Type

ANLY482 Group1 Figure4 4.png

From Figure 4.4 above, we can see that on average, video posts generated notably better performance as compared to the other media type. This observation still holds for most industries even when we drill down the analysis to individual advertiser’s industry level (Appendix 1).

Comparison of the Performance of Paid and Unpaid Post

ANLY482 Group1 Figure4 5.png

By looking at post reach of paid and unpaid posts, unpaid posts generally perform better as compared to paid posts. Unpaid post performance is 14.93% better than paid post performance. This may be due to the nature of paid post being more relatable and humorous. Hence, SGAG may consider to craft paid posts in such manner to help in generating more reach for paid posts.

Reach of Paid Post by Industry

ANLY482 Group1 Figure4 6.png
ANLY482 Group1 Figure4 7.png

From Figure 4.6, the top 3 best performing advertiser’s industries are Gaming, FMCG and Real Estate. However, upon further investigation, some of the advertiser industries do not actually place a lot of advertisements with SGAG. For instance, the top performing industry which is Gaming, only contain 1 advertiser. As such, these industries may have high performance due to its low number of advertisers and advertisements. To better gauge the performance of the advertiser’s industries, we excluded industries which comprise of only 1 advertiser and as seen in Figure 4.7, the result was significantly different and the top 3 best performing industry will then be FMCG, Entertainment and F&B.

Top Posts with Most Reach

ANLY482 Group1 Figure4 8.png
ANLY482 Group1 Figure4 9.png

Based on our discussion with SGAG, Reach is an important factor in deciding the performance of a post. Higher Reach indicates that the post is seen by a larger audience base. Hence, examining the top posts with most reach will allow us to know the different types of post that attracts the most audience. Figure 4.8 illustrates the Top Reach generated by SGAG Facebook posts over the past year. The top performing post reaches over 4 Million audiences which is 8 times the total likes of SGAG Facebook page. Meanwhile, Figure 4.9 shows us the different type of posts that generated the highest reach. These posts are relevant to the current happening events or trends, as well as related to the pride of Singapore.

Top Posts with Most Engagements

ANLY482 Group1 Figure4 10.png
ANLY482 Group1 Figure4 11.png

Posts with most engagements are posts that generate discussion amongst the audience, these posts spark the interests of the audience, such that people keep interacting with the posts and share it to their friends. Engagements allow the post to reach out to the friends of people that are interacting with the posts and thus, will potentially generates higher reach. Hence, engagements of a post are also an important indicator of the post’s performance. Figure 4.10 depicts the posts with top engagements, while Figure 4.11 represents the instances of such posts. While the 3 posts shown in Figure 4.11 are of different topics, a noteworthy observation is that all of the 3 posts are considered as humorous posts.

Posts with Most Negative Feedbacks

ANLY482 Group1 Figure4 12.png
ANLY482 Group1 Figure4 13.png

As seen in Figure 4.12, the amount of negative feedbacks received from SGAG’s audience are not very significant, most of the posts received lesser than 100 negative feedbacks and the post with most negative feedbacks received 237 feedbacks. While the figure of negative feedbacks is not as noticeable as compared to the number of engagements and reach that SGAG have, posts with negative feedbacks are able to show SGAG the type of posts that people dislike and will be able to help them in deciding what kind of Facebook post to craft in the future. From Figure 4.13, the post with most negative feedbacks features a picture that is perceived as indecent, while it is actually a dog cartoon character. The reason of why this specific post generated highest negative feedbacks among all the posts this past year may be due to the preview picture deemed inappropriate to be shown in social media platform like Facebook as kids of any age will be able to enter the social media platform easily. It is important to note that the next two posts with most negative feedbacks are also posts with relatively high reach and engagements. This is because popular posts appear frequently on people’s timeline and some may find it annoying and repeating. Hence, decided to hide it away from their timeline. As for the last post on Figure 4.13, while most people find it funny, others may see the video as disrespectful act towards our Prime Minister, Mr Lee Hsien Loong, this results in higher negative feedbacks in this post.