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.

1. Dr. Antonin Pavlicek
University of Economics, Prague

2.  Vkontakte Overview
 Promotion strategies in Vkontakte
 Research description
 Comparison results
 Conclusions
Agenda

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.  Controlled by government bodies
 Used by Federal Security Service to spy on users
Rumours about Vkontakte

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.  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.  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. 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
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Mon Tue Wed Thu Fri Sa Su
FB VK
Engagement by days of week. ManCity

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
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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.  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
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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
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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.  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
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10
20
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40
Picture Text Video Link
National Geographic FB
Клуб National Geographic VK
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Picture Text Video Link
Adidas fb Adidas vk
Comparison results – Content type
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text picture video link
FB VK

12. Engagement daily ratio difference

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. SUPPORTING SLIDES

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. 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. 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
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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
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13:00
14:00
15:00
16:00
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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
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5:00
6:00
7:00
8:00
9:00
10:00
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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
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15:00
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18:00
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22:00
23:00
Sony Mobile UA FB Sony Mobile в У… VK

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. 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