nmi17 pavlicek antonin

Dr. Antonin Pavlicek

University of Economics, Prague

Vkontakte Overview

Promotion strategies in Vkontakte

Research description

Comparison results

Conclusions

Agenda

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

Controlled by government bodies

Used by Federal Security Service to spy on users

Rumours about Vkontakte

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


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


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

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

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Mon Tue Wed Thu Fri Sa Su

FB VK

Engagement by days of week. ManCity

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

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

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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

10

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)

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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Picture Text Video Link

National Geographic FB

Клуб National Geographic VK

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40

50


Adidas fb Adidas vk

Comparison results – Content type

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text picture video link

FB VK

Engagement daily ratio difference

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

SUPPORTING SLIDES

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

Samsung Mobile 42 670 904 1 339 239 8 99

Summary of data used for research

Weekdays

0

10

20

30

Mo Tu We Th Fr Sa Su

Zara (FB) Zara (VK)

0

5

10

15

20


Vogue Ukraine (FB)

Vogue UA (VK)

0

5

10

15

20

Mo

n

Tu

e

Wed

Th

u

Fri Sa

Su

FB VK

0

5

10

15

20

Mo

n

Tu

e

Wed

Th

u

Fri Sa

Su

FB VK

05

10152025

National Geographic (FB)

Клуб National Geographic (VK)

01020304050

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


Adidas fb Adidas vk

0

10

20

30

Su Mo Tu We Th Fr Sa

Days of week Days of week

0

20

40


Samsung Mobile FB

Samsung Mobile VK

0

10

20


Sony Mobile UA FB

Sony Mobile в У… VK

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

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9:00

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FB VK

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15

0:00

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8:00

9:00

10:0

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VK FB

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0:00

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10:0

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National Geographic FB Клуб National Geographic VK

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30

0:00

1:00

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McDonald's FB Макдоналдс Россия VK

0

5

10

0:00

1:00

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Lifehacker.ru FB Лайфхакер VK

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20

0:00

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Adidas fb Adidas vk

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0Forbes-FB Forbes-VK

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Time of day Time of day

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20

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Sony Mobile UA FB Sony Mobile в У… VK

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

0

5

10

15

20

25

30


Zara (FB) Zara (VK)

0

10

20

30


Vogue Ukraine (FB)

Vogue UA (VK)

15

20

25

30


FB VK

0

10

20

30

40


FB VK

0

10

20

30

40


National Geographic FB

Клуб National Geographic VK

0

10

20

30

40


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


Adidas fb Adidas vk

0

5

10

15

20

25

30


0

10

20

30

40


Samsung Mobile FB

Samsung Mobile VK

0

10

20

30

40

50


Sony Mobile UA FB

Sony Mobile в У… VK

Content type

nmi17 pavlicek antonin

Technology