AY1516 T2 Team AP Overview
| Project Description | Data | Methodology |
|---|
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”. 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. SGAG aims to generate greater growth and increase in followership on these platforms, particularly targeting audiences ages 18- 34.
Motivation
One of SGAG’s goals 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.
Our client is an SMU Alumni who started SGAG in class, and he has grown the brand to the current state it is in now, having over a million daily unique users across all its platforms.
Objectives
The aim of the practicum is to provide deeper insight into SGAG's social network across its multiple platforms, namely Facebook, Instagram 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 top users 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?
