Educational Brands Social Performance Analysis

MARKETING TEAM, GIANTBUG EDUCATION2016.6.24

INTRO6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Active Community Size

● @YouthMBAThe leading global Quality-oriented Education Platform. Providing One-stop services about international courses and programs for aged 7-16 students.

● @XDFThe Study Tour brand of XDF Education Corporation. The service covering North America, Europe, Australia, Asia, more than 40 countries and regions, and target to aged 3-40 demographics.

● @EFThe Study Tour brand of EF corporation.Providing international bridge programs.

● @TimezoneThe international students focused media.

YOUTHMBA WEEKLY PERFORMANCE

● The highest amount is nearly 40,000, while the

lowest number is around 17,000.

● Positive correlation between views and likes, except

the post on 6.18.

● 6.18 has the least views, but highest comments and

relatively more likes. The post is an authorized one

from Zhihu about father’s role in family education.

● All posts are original, 64.29% are tutorial.

.

6/13/2016 - 6/20/2016, N=@YouthMba Wechat Metrics

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100%ORIGITALCONTENT

XDFYOUXUE WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Xdfyouxue Wechat Metrics

● The highest amount is around 5,500, while the lowest

amount is less than 2,000.

● Positive correlation between views and likes, except

the post on 6.18.

● 6.18 has the lowest views, but highest comments and

relatively more likes. The post is a list of recommended

gifts for Father’s Day.

● 64.29% of the posts are tutorial and non-original.

.

100%ORIGITALCONTENT

35%ORIGITALCONTENT

EF2ABOARD WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Ef2aboard Wechat Metrics

1

● The highest amount is around 8,000, while most of the

views are around 1,000-2,000.

● Positive correlation between views and likes, except

the post on 6.20.

● 6.20 has the lowest views, but relatively more likes and

one comment. The post is about daily English

collections for international flights.

● 75% of the posts are promotions and 75% of them are

original.

75%ORIGITALCONTENT

TIMEZONE WEEKLY PERFORMANCE 6/13/2016 - 6/20/2016, N=@Timezone Wechat Metrics

10

● The highest amount is around 1,200, while most of

the views are around 100.

● Positive correlation between views and likes.

● 52% of the posts are promotions and all of the posts

are original ones.

.

100%ORIGITALCONTENT

ENGAGEMENT PERFORMANCE

● The overall performance showed a decreasing trend through the

week.

● YouthMBA performed the most steady through the week.

● Timezone performed the most outstanding among 4 brands during

weekdays.

● EF reached the highest point (52.93%) on Monday, while decreased

rapidly in following days.

6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Engagement Rate

ORIGINALITY MATTERS?6/13/2016 - 6/20/2016, N=4 Educational Brand Original/Non-original Traffic

● Original-Centric content strategy: YouthMBA and Timezone insisted

100% original content in this week.

● Traffic-Centric content strategy: 25% of EF's content is non-original,

and 65% of XDF's content is non-original.

● Comparing with non-original content, original content drives a stable

engagement performance.@XDFyouxue

@EF2Aboard

@YouthMBA

@Timezone

Original

OriginalNon-Original

Original

Original

Non-Original

CONTENT TYPE6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Traffic

● Tutorial content is the most popular type of these educational brands.

● All these brands except Timezone provide promotion content, and the

program information occupied 75% of its overall content.

● Contest content drives higher engagement performance of YouthMBA

and Timezone.

● Besides the traditional content, Timezone provides more diverse topics

such as poem and personal sharing on its social account.

@XDFyouxue

@EF2Aboard

@YouthMBA

@Timezone

WORDCLOUD6/13/2016 - 6/20/2016, N=4 Educational Brand Wechat Keywords

@XDFyouxue @EF2Aboard @YouthMBA@Timezone

@EF2Aboard:Study Tour, Raffle for Free trip

@XDFyouxue:Study Tour, Program Promotions (especially Europe and Australia ones)

@Timezone:Poem & Photo (one stable daily column)Personal Stories (experience sharing)

@YouthMBA:Family Education

INSIGHTS

● Positive correlation between views and likes.● Original vs. Non-original: More original contents, higher engagement rate.● Content type: More tutorial contents, higher engagement rate. Contest content drives higher engagement

performance.● Community Loyalty: Original content drives a stable trend of community loyalty, while Traffic-Centric content

produces a radical change in engagement.● The interaction reaches the peak at the beginning of weekdays and hit the bottom on the weekend.