ANLY482 Team wiki: 2015T2 TeamROLL Project Overview

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T(eam)ROLL.png

Teamroll home.png   HOME

 

Teamroll.png   ABOUT US

 

Teamroll this.png   PROJECT OVERVIEW

 

Teamroll analysis.png   DATA ANALYSIS

 

Teamroll mgmt.png   PROJECT MANAGEMENT

 

Teamroll doc.png   DOCUMENTATION

Description Methodology


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.

SGAG hopes this project will be able to utilise a rich pool of historical data to derive insights into the concerns posed above, so that SGAG would be better able to formulate a more relevant content creation strategy.

Project Objective

The final goal of this project is to offer useful insights for SGAG to formulate a better content creation strategy moving forward. To measure the effectiveness of their content strategy, and at a more granular level, the effectiveness of each individual post, SGAG operationalises effectiveness as "growth" which is defined by an increase in 1) Number of fans, 2) Audience reach, and 3) Engagement with audience members. This last indicator is further measured by the number of times audience members perform actions such as “likes”, “comments”, “shares”, “retweets” or clicking on links to find out more about the content SGAG has to offer. To do so, we attempt to answer the two main challenges posed by SGAG in a concrete, data-driven manner by performing an in-depth analysis on SGAG's historical data. More specifically, we attempt to address the following analysis requirements:

  1. To be able to understand whether a post is popular in a “positive” or “negative” manner
  2. To assess the role of content layout and design in improving popularity of posts.
  3. To develop a list of common topics and be able to understand the role of topic-selection in affecting the popularity of posts

Analytical Objective

Taking into account the analytical problems faced, we aim to:
(i) Identify better performing posts and weak performing posts

  • Based on clustering engagement level (number of likes, shares and comments)

(ii) Identify the patterns between the characteristics of a picture post and engagement level

  • Based on the relationship between engagement level and picture design
    • Picture design is based on the number of description lines, character used (e.g. Animals, Foreign celebrities) and the number of frames

(iii) Identify the pattern between engagement level and the topic discussed

  • Based on the relationship between engagement level and picture tags

(iv) Identify the relationship between the performance of SGAG’s page and the topics discussed

  • Based on the relationship between lifetime total likes (SGAG’s page) and frequently mentioned picture tags

(v) Identify the relationship between the composition of SGAG’s Facebook fans and the topics discussed

  • Based on the relationship between the proportion of Male and Female fans from a range of age group and frequently mentioned picture tags

(vi) Identify time-series pattern (eg. the day and time posted) and cluster posts according to engagement level.

  • Based on the date and time posted for every posts and the engagement level
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