Group project- Milestone 2

For our 2nd milestone, we were told to do data cleaning and come up with different design ideas. As such, our group decided to embark on the tasks that we set during Milestone 1.

Task 1: Analyze the key metrics of client and its competitors

There is an increase in fans over the course of 1 year.

 Engagement rate for Client and Competitors are on the general decline. We thought that it might be due to a few possible reasons:

1. The presence of lurkers or inactive fans despite the increase in total number of fans 

2. Facebook posts does not encourage much interaction

Interaction is the sum of likes, shares, and comments. It is only a quantitative figure, and does not represent if the comments and shares are on negative issues of the client or competitor.  Qualitative analysis is required to find out whether fans are speaking positively or negatively on the client or competitor.

 

Interaction spiked in the month of April for the Client and competitor 1. The Client probably had a campaign in that period, leading to an increase in the number of interactions.

However, we noticed that the changes in likes, comments and shares are exactly the same.This is similar for the data on weekly view that is given to us. Hence, we suspected that the data provided could be false, as it is highly unlikely that the percentage of shares, likes, and comments can be exactly the same throughout all three metrics. This became a huge problem for us because we were unable to yield interesting information from the data provided.

Task 2: Provide possible solutions to increase engagement rates

To assist in producing solutions for this task, we came up with a few guiding questions during the tutorial: 

• What is the best time where their target audience uses twitter and Facebook?
• Client can post on these platforms during the “best time”
• Provide good case studies for possible client replication on increase interactions
• Interactions include: Likes, Shares, Comments
• The optimal time frame of responding to their fans and/or enquiries
• Location/culture of followers/likers
• So client can post accordingly to various cultures eg: a culture of food lovers/ cat lovers/ kpop lovers

Task 3: Design and create an infographic to provide client with relevant information for its profile and page.

For this section, Raphael took the initiative to start on our infographic such that we can have something to discuss and build on in class

 In the infographic, the topmost information includes:

•  Fans + Fan growth
•  Likes
• Comments
• Shares
• Total Interaction
• Engagement Rate
  

The main two graphs, which indicates the number of fans and number of interactions, will be shown below the table. Raphael also proposed that we can click to find out precisely the number of likes/comments/shares within the interactions itself.

Although this was a huge improvement from our initial stage in Milestone 1, there were a few challenges that we faced during this phase.

Challenge 1: Identity of the client

In the project task, it was stated that our client is a company in the electronics industry. However, the company given is Paris Saint-Germain, a football club based in France. As such, we were unsure if we were entitled the freedom to explore the data in the perspective of an electronics industry or given the legitimacy to use real information pertaining to the company.

Challenge 2: Too much yet too little data

For the project, we were provided with daily, weekly and monthly data for each of the metrics. In addition, our project requires us to present data with different time groupings. As the nature of our data is time-based, it requires the use of line charts, the extensive amount of data pose as a problem as we were afraid that that an overuse of line charts would crowd and affect the readability and aesthetic of our final infographic.Conversely, we did not have other information, such as the highest clickthrough rate of its fans, timezone and demographic data and other relevant information that could have been used.

Challenge 3: Data was difficult to analyzed

During the process of data cleaning and data analysis, we suspected that we were given dummy data due to the following reasons:

• There is some conflict between the data given in the powerpoint slides and in the excel sheet
• In the data, the percentage changes of likes, shares, and comments for the client and competitors respectively are exactly the same

With such, we find difficulty identifying interesting trends that we can use in our final infographic. Much of the increases and decreases were based on speculation rather than solid data.

To help deal with these challenges, we sent an email to enquire about the legitimacy of our client and data such that we can further proceed with our project.