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Nmi17 pavlicek antonin

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Prezentace z šestého ročníku konference New Media Inspiration (http://nminspiration.cz), který se konal 18. 2. 2017 v hlavní budově FF UK pod vedením @petrkou, @simindr a @josefslerka.

V prezentaci ukážu výsledky výzkumu, ve kterém jsme porovnávali uživatelské chování na dvou rozdílných sociálních sítích – Vkontakte a Facebooku. Snažili jsme se najít podobné rysy i rozdíly v chování jejich uživatelů. Předmětem výzkumu byly oficiální účty velkých brandů (Adidas, Zara, Sony, National Geographic atd.) na obou sítích. Hlavní podmínkou byla totožnost obou komunit jak na Vkonktakte, tak na Facebooku (oficiální stránka, stejné značky, stejné kategorie). Úkolem výzkumu bylo analyzovat klíčové ukazatele zvyšující engagement uživatelů. Jako faktory jsme určili: aktivitu podle dnu v týdnu, čas aktivity, „liky“, sdílení, komentáře, aktivita podle typu obsahu.

Publié dans : Technologie
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Nmi17 pavlicek antonin

  1. 1. Dr. Antonin Pavlicek University of Economics, Prague
  2. 2.  Vkontakte Overview  Promotion strategies in Vkontakte  Research description  Comparison results  Conclusions Agenda
  3. 3.  Vkontakte is is the largest European online social media and social networking service based in Russia.  VK allows users to message each other publicly or privately, to create groups, public pages and events, share and tag images, audio and video, and to play browser-based games  It is the second most popular website in Russia, behind Yandex (web search engine). According to SimilarWeb, VK is the 4th most popular website in the world.  VKontakte was incorporated in January 2007 by Pavel Durov. At this moment it is owned by Mail.ru Group by 100% Vkontakte Overview
  4. 4.  Controlled by government bodies  Used by Federal Security Service to spy on users Rumours about Vkontakte
  5. 5.  Creation of the thematic profile with keywords included in the name  Profile (i.e. Pizza in Prague) with website link  Friending target audience  Creation and promotion of thematic groups  Best used with some auto posting app  Buying groups with a good target audience  Searching thematic groups with latest post 1-2 months ago  Contact group’s admin and arrange the sale deal Promotion strategies in Vkontakte
  6. 6.  Targeting Vkontakte  Similar to Facebook ads  Create ad campaign and choose target audience  Will be shown to users on every page loaded below the menu  Advertisement in built-in apps in Vkontakte  Contact apps’ admin  Advertising posts in the Vkontakte groups  Collect database of quality groups for placement of advertising posts  Contact group’s admin and arrange about posting Promotion strategies in Vkontakte
  7. 7.  Based on 12 groups in both SNS from different domains: media, fashion, sport, technology  National Geographic, Forbes, Manchester City FC, Vogue UA, Zara, Adidas, Samsung Mobile  Data for 2 months: September-October  Data extraction done via “Popsters” tool  Analysis performed for:  Days of week  Time of Day  Likes, Shares, Comments  Relative activity by type of content Research description
  8. 8. Comparison results – Days of week  Engagement of users on the same content in different SNS differentiate by week day  VK users are generally more active during weekends  FB users prefer business days  Conclusion supported by 8 out of 12 groups 0 2 4 6 8 10 12 14 16 18 20 Mon Tue Wed Thu Fri Sa Su FB VK Engagement by days of week. ManCity
  9. 9. Comparison results – Time of day  People’s behavior is strongly correlated with time of the day  VK users prefer to be more active during morning hours and evening hours before going to sleep. They are also idle during night hours  FB users are being more active at daytime after lunch till 5pm and have some activity during the night  Conclusion supported by 9 out of 12 groups Engagement by Time of day. Forbes 0 2 4 6 8 10 12 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Forbes-FB Forbes-VK
  10. 10.  Users show similar engagement in both SNS on the same content  FB users keep smoother engagement distribution rather than VK users.  VK users are not consistent in taking part in posts discussion and participation Comparison results – Likes, Shares, Comments 0 1000 2000 3000 4000 09.01.2016 09.14.2016 09.23.2016 10.04.2016 10.13.2016 10.25.2016 Esquire likes Esquire Russia fb Esquire vk 10 100 1000 10000 09.01.2016 09.16.2016 09.27.2016 10.05.2016 10.13.2016 10.21.2016 ZARA Likes Zara (FB) Zara (VK)
  11. 11.  people in different SNS react differently on various content type  Engagement in FB for video content is higher than in VK  It’s likely that FB users prefer video content type  VK users stick more to pictures, but it’s not always the case 0 10 20 30 40 Picture Text Video Link National Geographic FB Клуб National Geographic VK 0 10 20 30 40 50 Picture Text Video Link Adidas fb Adidas vk Comparison results – Content type 0 10 20 30 40 text picture video link FB VK
  12. 12. Engagement daily ratio difference
  13. 13.  For effective promotion posts in Vkontakte:  Organize your posts from 8:00 to 9:00 or from 20:00 to 23:00  Post more on weekends  Pay more attention to posts containing pictures  For effective promotion posts in Facebook:  Make posts during business days  Post timing should be from 11:00 to 16:00  Use video content for more engagement Conclusions
  14. 14. SUPPORTING SLIDES
  15. 15. Name of group Quantity of followers Number of posts analyzed FB VK FB VK National Geographic 42 314 530 1 337 812 581 589 Esquire Russia 342 672 492 162 193 192 Forbes 3 575 230 876 818 1 982 1782 Lifehacker.ru 613 100 218 450 1500 1735 Manchester City FC 22 102 920 271 009 929 443 Vogue UA 73 595 19 255 718 650 Zara 24 675 811 258 665 73 81 Adidas 25 075 639 513 616 43 15 Europa Plus Radio 240 443 3 387 658 1105 1905 McDonald’s 67 472 345 159 561 63 81 Sony Mobile UA 54 529 23 034 55 55 Summary of data used for research
  16. 16. Weekdays 0 10 20 30 Mo Tu We Th Fr Sa Su Zara (FB) Zara (VK) 0 5 10 15 20 Mo Tu We Th Fr Sa Su Vogue Ukraine (FB) Vogue UA (VK) 0 5 10 15 20 Mon Tue Wed Thu Fri Sa Su FB VK 0 5 10 15 20 Mon Tue Wed Thu Fri Sa Su FB VK 0 5 10 15 20 25 National Geographic (FB) Клуб National Geographic (VK) 0 10 20 30 40 50 McDonald's (FB) Макдоналдс Россия (VK) 0 10 20 Mo Tu We Th Fr Su Sa Lifehacker.ru FB Лайфхакер VK 0 5 10 15 20 Mo Tu We Th Fr Su Sa Forbes-FB Forbes-VK 0 20 40 60 Mo Tu We Th Fr Sa Su Adidas fb Adidas vk 0 10 20 30 Su Mo Tu We Th Fr Sa Days of week Days of week 0 20 40 Mo Tu We Th Fr Sa Su Samsung Mobile FB Samsung Mobile VK 0 10 20 Mo Tu We Th Fr Sa Su Sony Mobile UA FB Sony Mobile в У… VK
  17. 17. Time of the day 0 20 0:00 2:00 4:00 6:00 8:00 10:0012:0014:0016:0018:0020:0022:00 0 5 10 15 0:00 2:00 4:00 6:00 8:00 10:0012:0014:0016:0018:0020:0022:00 0 5 10 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 FB VK 0 5 10 15 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 VK FB 0 10 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 National Geographic FB Клуб National Geographic VK 0 10 20 30 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 McDonald's FB Макдоналдс Россия VK 0 5 10 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Lifehacker.ru FB Лайфхакер VK 0 20 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Adidas fb Adidas vk 0 10 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Forbes-FB Forbes-VK 0 10 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Time of day Time of day 0 20 40 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 Sony Mobile UA FB Sony Mobile в У… VK
  18. 18. Likes 10 100 1000 10000 Zara (FB) Zara (VK) 10 100 1000 10000 Vogue Ukraine (FB) Vogue UA (VK) 100 5000 250000 VK FB 100 1000 10000 100000 VK FB 800 2800 4800 Lifehacker.ru FB Лайфхакер VK 100 1000 10000 Forbes-FB Forbes-VK 0 2000 4000 09.01.2016 09.14.2016 09.23.2016 10.04.2016 10.13.2016 10.25.2016 Esquire Russia fb Esquire vk 10 100 1000 Sony Mobile UA FB Sony Mobile в У… VK
  19. 19. 0 5 10 15 20 25 30 Picture Text Video Link Zara (FB) Zara (VK) 0 10 20 30 Picture Text Video Link Vogue Ukraine (FB) Vogue UA (VK) 15 20 25 30 text picture video link FB VK 0 10 20 30 40 text picture video link FB VK 0 10 20 30 40 Picture Text Video Link National Geographic FB Клуб National Geographic VK 0 10 20 30 40 Picture Text Video Link McDonald's FB Макдоналдс Россия VK 0 10 20 30 40 50 60 Photo Text Video Link FORBES FB FORBES VK 0 20 40 60 80 Photo Text Video Link LIFEHACKER FB LIFEHACKER VK 0 10 20 30 40 50 Picture Text Video Link Adidas fb Adidas vk 0 5 10 15 20 25 30 Picture Text Video Link 0 10 20 30 40 Picture Text Video Link Samsung Mobile FB Samsung Mobile VK 0 10 20 30 40 50 Picture Text Video Link Sony Mobile UA FB Sony Mobile в У… VK Content type

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