ANLY482 Team wiki: 2015T2 TeamROLL Project Overview

HOME

ABOUT US

PROJECT OVERVIEW

PROJECT MANAGEMENT

DOCUMENTATION

Proposal

Midterm

Final

Overview

SGAG, one of Singapore's leading local humour content creators, maintains popular social media sites, an online website and a mobile application. Creating creative content on a daily basis, SGAG has garnered a significant number of followers on the various platforms. With an aim to achieve growth, SGAG hopes to leverage on their rich pool of data and derive valuable insights towards content creation.

However with limited resources, SGAG could not conduct a comprehensive analysis and harness on the big data available to them. This project aims to uncover valuable insights on SGAG’s content attributes in order to achieve audience growth. Using data gathered from SGAG’s facebook page for the year 2015, the team hopes to firstly, conduct exploratory data analysis so as to identify overall performance trends. Next, the team will be performing cluster analysis followed by sentiment analysis, topic analysis and content analysis. Lastly, the team will be building a regression model, which includes findings derived from the analysis conducted, in order to predict better performing future posts. With the insights gained, the team will be providing recommendations to enable data driven content creation, thus allowing SGAG to achieve their aim of greater growth.

About SGAG

SGAG is one of Singapore's leading local humour content creators. Distributing their creative content through multiple platforms, including popular social media sites, an online website, and a mobile app, the team at SGAG creates quality content daily to engage and entertain Singaporeans. With the goal to make "every Singaporean's day a better one", the company was founded in 2012 by two Singapore Management University undergraduates. As of today, SGAG has since gained a loyal following and have reached out to more than 300 000 Facebook users and 120 000 Twitter users, in addition to at least 200 000 users through other social media platforms, mobile apps and websites. Looking forward, SGAG aims to achieve greater growth and reach among their customers, especially for their target customers of Singaporean youths, working adults and young families between the ages of 18 to 34 years old.

Project Motivation

SGAG’s motto is “to make readers laugh at least 5 times a day, 365 days a year”. As such, SGAG places emphasis on the quality of their 5 daily posts, to ensure that readers will find their posts humorous with a local twist, a good-natured piece of fun without any intention to hurt. Much of their content focuses on a funny stereotype of everyday Singaporean life which locals are able to identify with. Although SGAG has been very successful thus far, it also recognises that the online content space is very competitive, with newer players such as "SMRT Feedback" joining in the fray to generate local humour content. As such, SGAG needs to evaluate and improve their content strategy to ensure they stay entertaining and engaging to their audience. However, SGAG faces a few challenges in understanding and thus, leveraging on, their past success factors, which may be summarised as follows:

1. What are the characteristics of a “great” post? SGAG has so far thrived on an intuitive understanding of their customer's content preferences. However, SGAG does not have a concrete or clear picture of the kinds of attributes which they can work on to make a specific post a "great" one.
2. What is audience sentiment on "viral" posts? Are they reacting in a positive or negative manner? SGAG is concerned that "viral" posts become popular

because they receive a lot of "hate", which goes against their content philosophy which is to make people "laugh", a positive emotion. Currently, they do not have easy visibility on this aspect.