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Educational Brands Social Performance Analysis
MARKETING TEAM, GIANTBUG EDUCATION2016.6.24
INTRO6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Active Community Size
● @YouthMBAThe leading global Quality-oriented Education Platform. Providing One-stop services about international courses and programs for aged 7-16 students.
● @XDFThe Study Tour brand of XDF Education Corporation. The service covering North America, Europe, Australia, Asia, more than 40 countries and regions, and target to aged 3-40 demographics.
● @EFThe Study Tour brand of EF corporation.Providing international bridge programs.
● @TimezoneThe international students focused media.
YOUTHMBA WEEKLY PERFORMANCE
● The highest amount is nearly 40,000, while the
lowest number is around 17,000.
● Positive correlation between views and likes, except
the post on 6.18.
● 6.18 has the least views, but highest comments and
relatively more likes. The post is an authorized one
from Zhihu about father’s role in family education.
● All posts are original, 64.29% are tutorial.
.
6/13/2016 - 6/20/2016, N=@YouthMba Wechat Metrics
19
100%ORIGITALCONTENT
XDFYOUXUE WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Xdfyouxue Wechat Metrics
● The highest amount is around 5,500, while the lowest
amount is less than 2,000.
● Positive correlation between views and likes, except
the post on 6.18.
● 6.18 has the lowest views, but highest comments and
relatively more likes. The post is a list of recommended
gifts for Father’s Day.
● 64.29% of the posts are tutorial and non-original.
.
100%ORIGITALCONTENT
35%ORIGITALCONTENT
EF2ABOARD WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Ef2aboard Wechat Metrics
1
● The highest amount is around 8,000, while most of the
views are around 1,000-2,000.
● Positive correlation between views and likes, except
the post on 6.20.
● 6.20 has the lowest views, but relatively more likes and
one comment. The post is about daily English
collections for international flights.
● 75% of the posts are promotions and 75% of them are
original.
75%ORIGITALCONTENT
TIMEZONE WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Timezone Wechat Metrics
10
● The highest amount is around 1,200, while most of
the views are around 100.
● Positive correlation between views and likes.
● 52% of the posts are promotions and all of the posts
are original ones.
.
100%ORIGITALCONTENT
ENGAGEMENT PERFORMANCE
● The overall performance showed a decreasing trend through the
week.
● YouthMBA performed the most steady through the week.
● Timezone performed the most outstanding among 4 brands during
weekdays.
● EF reached the highest point (52.93%) on Monday, while decreased
rapidly in following days.
6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Engagement Rate
ORIGINALITY MATTERS?6/13/2016 - 6/20/2016, N=4 Educational Brand Original/Non-original Traffic
● Original-Centric content strategy: YouthMBA and Timezone insisted
100% original content in this week.
● Traffic-Centric content strategy: 25% of EF's content is non-original,
and 65% of XDF's content is non-original.
● Comparing with non-original content, original content drives a stable
engagement performance.@XDFyouxue
@EF2Aboard
@YouthMBA
@Timezone
Original
OriginalNon-Original
Original
Original
Non-Original
CONTENT TYPE6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Traffic
● Tutorial content is the most popular type of these educational brands.
● All these brands except Timezone provide promotion content, and the
program information occupied 75% of its overall content.
● Contest content drives higher engagement performance of YouthMBA
and Timezone.
● Besides the traditional content, Timezone provides more diverse topics
such as poem and personal sharing on its social account.
@XDFyouxue
@EF2Aboard
@YouthMBA
@Timezone
WORDCLOUD6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Keywords
@XDFyouxue @EF2Aboard @YouthMBA@Timezone
@EF2Aboard:Study Tour, Raffle for Free trip
@XDFyouxue:Study Tour, Program Promotions (especially Europe and Australia ones)
@Timezone:Poem & Photo (one stable daily column)Personal Stories (experience sharing)
@YouthMBA:Family Education
INSIGHTS
● Positive correlation between views and likes.● Original vs. Non-original: More original contents, higher engagement rate.● Content type: More tutorial contents, higher engagement rate. Contest content drives higher engagement
performance.● Community Loyalty: Original content drives a stable trend of community loyalty, while Traffic-Centric content
produces a radical change in engagement.● The interaction reaches the peak at the beginning of weekdays and hit the bottom on the weekend.