Decoding social media strategy of official IPL 9 sponsors

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

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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

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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.

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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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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.


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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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

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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)

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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

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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

https://www.facebook.com/341671804417/posts/10154778072679418






The following are the most engaging promoted posts (Top 3) shared on Facebook by brands in this report.

Best Performing Posts: Promoted

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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

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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








Boosting Overview: Vivo India

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% 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

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Type of Post Boosted Most Video




[Promoted Posts]


Engagement 38

Likes 28

Comments 3

Shares 7

Engagement 10,917

Likes 10,,878

Comments 22

Shares 17






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

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[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






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

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Type of Post Boosted Most Photo & Video




[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






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

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[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






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

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29 March at 10 AM 31 March at 11:24 AM14 April at 2:46 PM




[Promoted Posts]

Boosting Overview: Tata Sky

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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






Best Performing Posts: Tata Sky

Engagement 50

Likes 31

Comments 14

Shares 5

Engagement 47

Likes 28

Comments 13

Shares 6

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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

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% 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

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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

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[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







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








Decoding social media strategy of official IPL 9 sponsors

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