decoding social media strategy of official ipl 9 sponsors
TRANSCRIPT
Read time: 30 Minutes
Social Growth & Facebook Content Boosting Strategy ofIPL Tournament Official Sponsors
[April 2016]
Duration: April 9th to 19th, 2016Channels: Facebook, Twitter, Instagram
Brands Analyzed In This Report
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Methodology, Use & Why PropheSee
3
What is PropheSee’s Promoted Post Detection (PPD)?As the struggle for brands to attain higher organic reach grows, social spend strategies are growing in importance daily.PropheSee’s Promoted Post Detection is a proprietary feature that allows brands to determine when their competitors have boosted content on Facebook at nearly 98% accuracy.
Why Do I Need This?Have you ever asked yourself the following question: “Is my competitor making unbelievable & amazing content that goes viral? Or is it enhanced by spending?” If yes, jump ahead. If no, you definitely should be.PPD demystifies a brand’s social spending strategies. Using PropheSee’s advanced analytics, you can go beyond basicengagements & analyze the effect of boosting on things like traffic generation, for example. Are your competitors boosting to drive clicks? Where are those clicks coming from? etc. All these insights help you optimize your strategy to build on your share of voice & allow your marketing efforts to meet with even more success.
How Does PropheSee’s PPD work?Our PPD machine learning algorithm has been created after immense research across brand pages that range from a fewhundred fans to millions. We extract features for each post according to their performance, duration of activity, and lifetime of the post (how long it stays active among fans). Using a combination of sophisticated descriptive statistics, unsupervised learning models & pattern recognition techniques, these features of posts are used to create distinct groups based on their behavior, thereby distinguishing organic posts from promoted posts.
But Why Should I Choose PropheSee?Glad you asked.First, PropheSee’s PPD tool is completely automated. This means you no longer have to wait to receive such a report. Run the report when you want, for whatever brands you’d like & as many times as you need to.Second, PropheSee’s algorithm is also a “self healing model”. Basically, this means that the algorithm is intelligent enough to update itself with the changing patterns observed so that accuracy is never lost. Think about it like Siri, it just gets better the more you use it! Finally, our proprietary approach also gives you estimates on budget & paid reach so that you can get the most indepth understanding of competitive boosting strategies.
Want to know more? Shoot us an email at [email protected].
Contents
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Slide No.
Social Audience Overview 5
Facebook Daily Audience Growth 6
Twitter Daily Audience Growth 7
Instagram Daily Audience Growth 8
Snapshot: Boosting Strategy 9Overview I 10
Overview II 11
Organic vs. Paid: Content Resonance 12
Organic vs. Paid: Advocacy & Conversation 13
Boosting Efficiency 14
Estimated Boosting Budget(s) 15
Best Performing: Content Overall 16
Best Performing: Boosted Posts 17
Best Performing: Organic Posts 18
Vivo India: Boosting Overview 19 to 20
Yes Bank: Boosting Overview 21 to 22
Freecharge: Boosting Overview 23 to 24
Maruti Suzuki: Boosting Overview 25 to 26
CEAT: Boosting Overview 27 to 28
Tata Sky: Boosting Overview 29 to 30
Vodafone + Coca-Cola : Boosting Overview 31 to 32
Amazon India: Boosting Overview 33 to 34
5
Social Fan Base
Vivo India Vodafone India Yes Bank Freecharge Maruti Suzuki CEAT Tata Sky Coca-Cola Amazon India
Facebook Fans 1,829,913 1,372,726 2,703,689 1,297,420 290,491 550,412 986,973 97,159,070 5,198,082
Twitter Followers 10,509 345,310 862,322 63,423 33,254 2,660 31,512 3,214,042 267,063
Instagram Followers 1,567 6,878 78,928 N/A N/A 140 N/A 1,250 29,626
Refer to this slide to understand fan base of all the brands on Facebook, Twitter and Instagram.
1.8M
1.3M
2.7M
1.2M
290K
550K
986K97M
5.1M
10.5K
345K
862K
63K
33K
2.6K
31.5K3.2 M
267K
1.5K
6.8K 78.9K
N/A
N/A
N/A
140
1.2K
29.6K
6
Daily Audience Growth on Facebook
Vivo IndiaVodafone
IndiaYes Bank Freecharge
Maruti
SuzukiCEAT Tata Sky Coca-Cola Amazon India
Average Daily Page Likes Change 672 123 14,020 2,431 76 -18 52 15,519 1272
Max Daily Likes Change 5,825 167 23,645 4,607 90 -41 178 22,649 1,983
Max Single Day Fan Growth 19-Apr 19-Apr 12-Apr 13-Apr 9-Apr 17-Apr 11-Apr 11-Apr 11-Apr
Refer to this slide to understand daily change in audience on Facebook during the reporting period.
7
Daily Audience Growth on Twitter
Vivo IndiaVodafone
IndiaYes Bank Freecharge
Maruti
SuzukiCEAT Tata Sky Coca-Cola Amazon India
Average Daily Page Likes Change 32 435 2,353 150 87 5 31 847 432
Max Daily Likes Change 62 795 3,379 206 185 11 52 1,221 547
Max Single Day Fan Growth 9-Apr 17-Apr 12-Apr 13-Apr 13-Apr 10-Apr 9-Apr 19-Apr 9-Apr
Refer to this slide to understand daily change in audience on Twitter during the reporting period.
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Daily Audience Growth on Instagram
Vivo IndiaVodafone
IndiaYes Bank CEAT Amazon India
Average Daily Page Likes Change 3 109 2012 1 149
Max Daily Likes Change 7 795 10543 3 204
Max Single Day FollowersGrowth 10-Apr 17-Apr 13-Apr 16-Apr 12-Apr
Refer to this slide to understand daily change in audience on Instagram during the reporting period.
Snapshot: Boosting on Facebook & The Outcome
The following table showcases the overall post & engagements breakdown in terms of promoted/organic for all brands considered in this report.
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POSTS ENGAGEMENTS
Total Likes Organic Promoted Total % Promoted Organic Promoted Total % Promoted
Vivo India 1,829,913 14 5 19 26.3% 30,185 17,027 47,212 36.1%
Vodafone India 1,372,726 2 0 2 0.0% 724 0 724 0.0%
Yes Bank 2,703,689 33 1 34 2.9% 122,941 9,870 132,811 7.4%
Freecharge 1,297,420 90 5 95 5.3% 116,043 206,602 322,645 64.0%
Maruti Suzuki 290,491 6 2 8 25.0% 965 382 1347 28.4%
CEAT 550,412 20 1 21 4.8% 259 27 286 9.4%
Tata Sky 986,973 6 1 7 14.3% 216 88 304 28.9%
Coca-Cola 97,159,070 2 0 2 0.0% 207 0 207 0.0%
Amazon India 5,198,082 8 3 11 27.3% 89,659 627 90,286 0.7%
**Please note that no posts were boosted by Coca-Cola India and Vodafone India during this reporting period.
199TotalPosts
18PromotedPosts
181OrganicPosts
Overview I: Number of Posts
The following chart illustrates the overall breakdown of posts made by the considered brands in this report as paid (promoted) posts or organic posts.
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Vivo India Vodafone India Yes Bank Freecharge Maruti Suzuki CEAT Tata Sky Coca-Cola Amazon India
Paid Posts 5 0 1 5 2 1 1 0 3Organic Posts 14 2 33 90 6 20 6 2 8
Total 19 2 34 95 8 21 7 2 11
Overview II: Engagements
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The following chart illustrates the overall breakdown of engagements garnered by the considered brands’ posts in this report as paid (promoted) engagements or organic engagements.
Vivo India Vodafone India Yes Bank Freecharge Maruti Suzuki CEAT Tata Sky Coca-Cola Amazon India
Paid Engagements 17,027 0 9,870 206,602 382 27 88 0 627
Organic Engagements 30,185 724 122,941 116,043 965 259 216 207 89,659
Total Engagements 47,212 724 132,811 322,645 1,347 286 304 207 90,286
Use this slide to gauge which brand’s promoted vs. organic content is resonating with their fans. The higher the average engagements per type of post (paid/organic), the more that content resonates with a brand’s fans.
Facebook: Organic vs. Paid: Content Resonance
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Vivo India Vodafone India Yes Bank Freecharge Maruti Suzuki CEAT Tata Sky Coca-Cola Amazon India
Average Engagements per
Promoted Post6,037 0 9,870 41,320 191 27 88 0 209
Average Engagements per
Organic Post1,216 362 3,725 1,289 161 13 36 104 11,207
Facebook: Organic vs. Paid: Advocacy & Conversation
The following table shows the breakdown of the type of paid engagements garnered per brand across all boosted posts. Use this slide to drive insights on advocacy & conversation:
● Vivo India’s promoted content yielded the maximum shares among competitors in this report [6.7%], indicating that their boosted posts are driving the highest advocacy in given set of brands..
● Tata Sky’s promoted content also yielded the maximum comments among competitors in this report [5.7%], indicating that their content is driving the highest conversation in given set of brands.
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Promoted Posts Organic Posts
% of Likes % of Comments % of Shares
Vivo India 91.9% 1.4% 6.7%
Vodafone India 0.0% 0.0% 0.0%
Yes Bank 99.5% 0.3% 0.2%
Freecharge 99.2% 0.6% 0.2%
Maruti Suzuki 52.6% 41.9% 5.5%
CEAT 81.5% 14.8% 3.7%
Tata Sky 23.9% 75.0% 1.1%
Coca-Cola 0.0% 0.0% 0.0%
Amazon India 39.6% 57.1% 3.3%
% of Likes % of Comments % of Shares
Vivo India 97.0% 0.5% 1.1%
Vodafone India 50.3% 46.3% 3.5%
Yes Bank 98.7% 0.8% 0.5%
Freecharge 89.7% 9.1% 1.2%
Maruti Suzuki 72.6% 3.7% 23.6%
CEAT 83.4% 2.3% 14.3%
Tata Sky 51.9% 37.5% 10.6%
Coca-Cola 88.4% 6.8% 4.8%
Amazon India 99.0% 0.8% 0.2%
Facebook: Boosting Efficiency
14
This slide will highlight the degree of efficiency in terms of boosting strategies followed by different brands. Better engagements are an indicator of efficient boosting strategy. If your efficiency is 1 or less than 1 then your promoted posts are doing as good or even worst than organic posts, indicative of the fact that your promoted posts are not able get you any additional benefits in terms of engagements. Change your boosting strategy if driving higher engagement is your primary reason for boosting.
Boosting Efficiency:The number of Promoted engagements yielded per Promoted post shared. A value of:1 → implies that Promoted posts are garnering nearly the same engagement as compared to organic posts.>1 → implies that Promoted posts are better targeted and drive higher engagements than organic posts.<1 → implies that boosted posts are yielding less engagement than organic posts
Boosting Efficiency
Vivo India 1.37
Vodafone India N/A
Yes Bank 2.53
Freecharge 12.17
Maruti Suzuki 1.13
CEAT 1.98
Tata Sky 2.03
Coca-Cola N/A
Amazon India 0.03
Facebook: Estimated Boosting Budget (USD)
15
Refer to this slide to understand estimated boosting budget for respective brand in the given reporting period.
$1757
$0$522
$12192
$321$11 $120 $0
$689
The following are the most engaging posts overall (Top 3) shared on Facebook by brands in this report.
Best Performing Posts: Overall
Engagement 203,957
Likes 202,885
Comments 945
Shares 127
16
Engagement 61,700
Likes 61,306
Comments 349
Shares 45
Engagement 44,297
Likes 44,062
Comments 179
Shares 56
9 April at 10 PM 14 April at 12:36 PM 12 April at 11:06 AM
: Denotes promoted post
The following are the most engaging promoted posts (Top 3) shared on Facebook by brands in this report.
Best Performing Posts: Promoted
17
9 April at 10 AM 19 April at 10:50 PM 19 March at 06 PM
Engagement 203,957
Likes 202,885
Comments 945
Shares 127
Engagement 14,644
Likes 14,445
Comments 66
Shares 133
Engagement 13,930
Likes 13,821
Comments 25
Shares 84
The following are the most engaging organic posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Organic
Engagement 40,740
Likes 40,511
Comments 177
Shares 52
18
11 April at 11:23 AM
Engagement 61,700
Likes 61,306
Comments 349
Shares 45
14 April at 12:36 PM
Engagement 44,297
Likes 44,062
Comments 179
Shares 56
12 April at 11:06 AM
Boosting Overview: Vivo India
19
% of Posts Promoted 26.3%
% of Engagements From Promoted Post 36.1%
Type of Post Boosted Most Photo
Average Estimated Boosting Budget per Post USD 1757
Most Engaging Promoted Post Least Engaging Promoted Post
19 April at 10:50 AM 15 April at 07:20 PM
Engagement 14,644
Likes 14,445
Comments 66
Shares 133
Engagement 174
Likes 150
Comments 7
Shares 17
Type of Media Shared
[Promoted Posts]
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Vivo India
Engagement 34,100
Likes 34,002
Comments 58
Shares 40
Engagement 182,810
Likes 182,390
Comments 249
Shares 171
20
19 April at 10:50 AM 13 April at 10:44 AM19 April at 06 PM
Engagement 13,930
Likes 13,821
Comments 25
Shares 84
Boosting Overview: Yes Bank
21
% of Posts Promoted 2.9%
% of Engagements From Promoted Post 7.4%
Type of Post Boosted Most Video
Average Estimated Boosting Budget per Post USD 522
Most Engaging Promoted Post Least Engaging Promoted Post
Type of Media Shared
[Promoted Posts]
16 April at 08:20 AM 14 April at 12:44 PM
Engagement 38
Likes 28
Comments 3
Shares 7
Engagement 10,917
Likes 10,,878
Comments 22
Shares 17
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Yes Bank
Engagement 9,282
Likes 9,200
Comments 25
Shares 57
Engagement 10,917
Likes 10,878
Comments 22
Shares 17
Engagement 9,870
Likes 9,817
Comments 33
Shares 20
22
13 April at 08:20 AM16 April at 8:20 AM 18 April at 8:20 AM
Boosting Overview: Freecharge
23
% of Posts Promoted 5.3%
% of Engagements From Promoted Post 64.0%
Type of Post Boosted Most Photo
Average Estimated Boosting Budget per Post USD 12192
Most Engaging Promoted Post Least Engaging Promoted Post
Type of Media Shared
[Promoted Posts]
9 April at 10 AM 18 April at 6:30 PM
Engagement 51
Likes 25
Comments 26
Shares 0
Engagement 203,957
Likes 202,885
Comments 945
Shares 127
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Freecharge
Engagement 24,735
Likes 24,130
Comments 443
Shares 162
Engagement 61,700
Likes 61,306
Comments 349
Shares 45
24
Engagement 203,957
Likes 202,885
Comments 945
Shares 127
14 April at 12:36 PM 11 April at 10:49 AM09 April at 10 AM
Boosting Overview: Maruti Suzuki
25
% of Posts Promoted 25.0%
% of Engagements From Promoted Post 28.4%
Type of Post Boosted Most Photo & Video
Average Estimated Boosting Budget per Post USD 321
Most Engaging Promoted Post Least Engaging Promoted Post
Type of Media Shared
[Promoted Posts]
18 April at 09:36 PM14 April at 3:30 PM
Engagement 45
Likes 43
Comments 2
Shares 0
Engagement 83,577
Likes 83,415
Comments 137
Shares 25
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Maruti Suzuki
Engagement 356
Likes 183
Comments 156
Shares 17
26
Engagement 580
Likes 407
Comments 13
Shares 160
Engagement 152
Likes 115
Comments 10
Shares 27
16 April at 5: 30 PM 12 April at 12:24 PM14 April at 3:30 PM
Boosting Overview: CEAT
27
% of Posts Promoted 4.8%
% of Engagements From Promoted Post 9.4%
Type of Post Boosted Most Photo
Average Estimated Boosting Budget per Post USD 11
Most Engaging Promoted Post Least Engaging Promoted Post
Type of Media Shared
[Promoted Posts]
14 April at 2:46 PM 10 April at 4:49 PM Photo 80%
Video20%
Engagement 3
Likes 3
Comments 0
Shares 0
Engagement 55
Likes 40
Comments 1
Shares 14
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: CEAT
Engagement 27
Likes 22
Comments 4
Shares 22
Engagement 55
Likes 40
Comments 1
Shares 40
Engagement 31
Likes 22
Comments 1
Shares 22
28
29 March at 10 AM 31 March at 11:24 AM14 April at 2:46 PM
Type of Media Shared
[Promoted Posts]
Boosting Overview: Tata Sky
29
% of Posts Promoted 14.3%
% of Engagements From Promoted Post 28.9%
Type of Post Boosted Most Photo
Average Estimated Boosting Budget per Post USD 120
Most Engaging Promoted Post Least Engaging Promoted Post
8 April at 9:29 PM 18 April at 3:16 PM
Engagement 15
Likes 9
Comments 5
Shares 1
Engagement 88
Likes 21
Comments 66
Shares 1
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Tata Sky
Engagement 50
Likes 31
Comments 14
Shares 5
Engagement 47
Likes 28
Comments 13
Shares 6
30
16 April at 8:30 PM 17 April at 6:51 AM8 April at 9:29 PM
Engagement 88
Likes 21
Comments 66
Shares 1
Photo100%
Boosting Overview: Vodafone and Coca-Cola India
31
% of Posts Promoted 0%
% of Engagements From Promoted Post 0%
Type of Post Boosted Most NA
Average Estimated Boosting Budget per Post NA
**Please note that no posts were boosted by Coca-Cola India and Vodafone India during this reporting period.
Best Performing Posts: Coca-Cola India
32
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
11 April 9:42 PM
Engagement 133
Likes 120
Comments 8
Shares 5
11 April at 6:31 PM
Engagement 74
Likes 63
Comments 6
Shares 5
Boosting Overview: Amazon India
33
% of Posts Promoted 27.3%
% of Engagements From Promoted Post 0.7%
Type of Post Boosted Most Photo
Average Estimated Boosting Budget per Post USD 689
Most Engaging Promoted Post Least Engaging Promoted Post
Type of Media Shared
[Promoted Posts]
25 March at 01:34 PM
Engagement 18
Likes 18
Comments 0
Shares 0
Engagement 44,297
Likes 44,062
Comments 179
Shares 56
12 April at 11:06 AM 18 April at 3:05 PM
The following are the most engaging posts (Top 3) shared on Facebook this reporting period.
Best Performing Posts: Amazon India
Engagement 3,494
Likes 3,441
Comments 49
Shares 4
Engagement 40,740
Likes 40,511
Comments 177
Shares 52
34
1 April at 07:03 PM 8 March at 2:13 PM
Engagement 44,297
Likes 44,062
Comments 179
Shares 56
12 April at 11:06 AM