automated promoted post detection [facebook boosting]

Read time: 20 Minutes

Promoted Post Detection

February 13th - March 13th, 2016Channels in this report: Facebook

Sample Report Considerations

This report analyzed the boosting strategies implemented by 5 Indian e-commerce giants from Feb 13 - Mar 13, 2016.

You will notice that the brands in this report have been anonymized & are referred to as Brand 1, Brand 2 etc. The data however, represents real numbers & the actual observed values free of any manipulation.

Please note, this report is a modified version of the actual Promoted Post Detection (PPD) report issued by PropheSee. Certain aspects of this report have been edited or removed that are normally present in PropheSee’s clients’ PPD reports. The regular reports clients run & download from the PropheSee platform contains more slides. A complete/paid version of this report will contain all brand names/logos wherever applicable in addition to the slides that are not present in this deck.

Methodology, Use & Why PropheSee

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 basic engagements & 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 few hundred 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 in-depth understanding of competitive boosting strategies.

Want to know more? Shoot us an email at [email protected].

Contents

Snapshot

Overview I

Overview II

Organic vs. Paid

Boosting Efficiency

Estimated Boosting Budget(s)

Paid Campaign Effectiveness

Best Performing Boosted Posts

Best Performing Organic Posts

Brand 1: Boosting Strategy Overview

Brand 1: Best Performing Posts

Appendix 1

Sl. 5

Sl. 6

Sl. 7

Sl. 8 - 9

Sl. 10

Sl. 11

Sl. 12

Sl. 13

Sl. 14

Sl. 15

Sl. 16

Sl.17

Snapshot

5

The following table showcases the overall post & engagements breakdown in terms of promoted/organic for all brands considered in this report. Please note, the cells highlighted in green indicate the “winning” brand in that category. For ex. Brand 1 yielded the most engagements from promoted Facebook content [71%].

Please note, to maintain anonymity of the brands in this report the second table refers to generic titles. A real report would contain brand logos and names.

Overview I: Number of Posts

6

411

113

298

Total Posts

PromotedPosts

OrganicPosts

The following chart illustrates the overall breakdown of posts made by the considered brands in this report as paid (promoted) posts or organic posts.

Overview II: Engagements

7

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.

Organic vs. Paid: Content Resonance

8

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 brands’ fans.

Organic vs. Paid: Advocacy & Conversation

9

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:● Brand 5’s promoted content yielded the maximum shares among competitors in this report [13%]. This

indicates that Brand 5’s boosted posts are driving the highest advocacy.● Brand 3’s boosted content yielded the maximum comments among competitors in this report [54%]. This

indicates the fact that Brand 3’s content is driving the highest conversation.

Promoted Posts

Organic Posts

Boosting Efficiency

10

This slide will highlight the degree of efficiency in terms of boosting strategies followed by different brands.

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

Estimated Boosting Budget

11

Paid Campaign Effectiveness

12

● The following word cloud illustrates the promoted (boosted) campaigns executed by the 5 brands in this report. The larger a word in the cloud below, the more engaging is the campaign. Please note, to maintain anonymity of the brands in this report, the campaigns have been encrypted. A regular report would include the actual names of the campaigns & hashtags used by brands.

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5

Best Performing Promoted Posts

13Please note, actual posts have been omitted from this slide to maintain anonymity of the brands in this report. This section can also segregate best performing posts based on on click throughs & sentiment based insights.

<Date>Engagements:Likes:Shares: Comments:




Brand X Brand X Brand Y Brand Z

Best Performing Organic Posts

14Please note, actual posts have been omitted from this slide to maintain anonymity of the brands in this report. This section can also segregate best performing posts based on on click throughs & sentiment based insights.





Brand X Brand X Brand Y Brand Z

Boosting Overview: Brand 1

15

Types of Promoted Posts

Please note, this section can also include information on click throughs & boosted posts via PropheSee’s link tracking feature & sentiment based insights. This slide replicates itself for all brands in the study in a real report.

Best Performing Posts: Brand 1

16

Please note, actual posts have been omitted from this slide to maintain anonymity of the brands in this report. This section can also segregate best performing posts based on on click throughs & sentiment based insights.“$” signs indicate promoted posts; this slide replicates itself for each brand considered in a real report.





Appendix 1: All Posts by All Brands

17

The table above shows you an example.The regular report will contain the same table listing all posts made by all brands in this period with details on each.

Promoted Post Performance (Facebook)

Boosting Efficiency:

The number of paid engagements yielded per paid post shared. A value of:1 → implies that paid posts are garnering nearly the same engagement as compared to organic posts.>1 → implies that paid posts are better targeted and drive higher engagements than organic posts. <1 → implies that boosted posts are yielding less engagement than organic posts 19

automated promoted post detection [facebook boosting]

Social Media