final project

Student: Liangshu (Tom) Zhong

· “what works” analysis

Firstly, I did a lot of kinds of different codes of Coca-Cola’s Facebook posts, including Link, Native video, Photo, Statue and YouTube. We can see that Coca use a variety of media to advertise. The links are talking about some news or events about Coca-Cola. The Native Videos are talking about the local company or product corporate with Coca-Cola. And other kinds of codes are all about events and its own products.

Random selected 100 Facebook posts of Coca-Cola

Pivot table of average engagement of different codes.

We can easily figure out that the Photo get the most average engagements about 22025 for each post and then is Native Video around 5813 for each post.

· Competitive analysis

Size of client’s Facebook of Coca-Cola and its competitor Pepsi

Client’s post frequency per month of Coca-Cola and its competitor Pepsi

Average Facebook engagement of Coca-Cola and its competitor Pepsi

Top five engaging posts from the competitor (Pepsi)

Insights:

1. From the data I collected from Coca-Cola Facebook, I figure out that the most effective content is Native Video that corporate with local bars or restaurants and the Photos of the product. And in the selected 100 posts, I found that the months of engagement is totally different, in July of a year, people are most active, the total engagement is 297,999. We should post more about Native video about some real people introduction of our product and some inspiration.

2. So basically, we win every perspective to our competitors (Pepsi), Firstly, we have 105m followers in Facebook, however Pepsi only has 37.2m followers in Facebook around 1/3 of us. And secondly, our posting frequency is much higher than Pepsi, we have 7 posts and Pepsi only have 2. Furthermore, the engagement of our fans is much higher in last month, we have 1.52k engagements on Facebook and Pepsi only has 86.

3. From the competitive analysis, I learned a lot from it. Firstly, we can easily figure out the advantages and disadvantages of our client and competitor. For example, on Facebook, the average engagement of Coca of each post is lower than Pepsi, which means Pepsi’s post is more attractive Coca should change the post’s design to improve. Secondly, we can figure that what kinds of posts people like. Do they like Video or text or picture? That is helpful when Coca plan the new posts. And thirdly, we can figure out the trends of the followers, why this month we lose some followers and to find the problems.