Post on 20-Mar-2017
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
Promotion strategies in Vkontakte
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
Promotion strategies in Vkontakte
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
0
2
4
6
8
10
12
14
16
18
20
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
0
2
4
6
8
10
12
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
1000
2000
3000
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
0
10
20
30
40
Picture Text Video Link
National Geographic FB
Клуб National Geographic VK
0
10
20
30
40
50
Picture Text Video Link
Adidas fb Adidas vk
Comparison results – Content type
0
10
20
30
40
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
Mo Tu We Th Fr Sa Su
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
Mo Tu We Th Fr Sa Su
Adidas fb Adidas vk
0
10
20
30
Su Mo Tu We Th Fr Sa
Days of week Days of week
0
20
40
Mo Tu We Th Fr Sa Su
Samsung Mobile FB
Samsung Mobile VK
0
10
20
Mo Tu We Th Fr Sa Su
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
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
FB VK
0
5
10
15
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
VK FB
0
10
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
National Geographic FB Клуб National Geographic VK
0
10
20
30
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
McDonald's FB Макдоналдс Россия VK
0
5
10
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Lifehacker.ru FB Лайфхакер VK
0
20
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Adidas fb Adidas vk
0
10
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0Forbes-FB Forbes-VK
0
10
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Time of day Time of day
0
20
40
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
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
Picture Text Video Link
Zara (FB) Zara (VK)
0
10
20
30
Picture Text Video Link
Vogue Ukraine (FB)
Vogue UA (VK)
15
20
25
30
text picture video link
FB VK
0
10
20
30
40
text picture video link
FB VK
0
10
20
30
40
Picture Text Video Link
National Geographic FB
Клуб National Geographic VK
0
10
20
30
40
Picture Text Video Link
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
Picture Text Video Link
Adidas fb Adidas vk
0
5
10
15
20
25
30
Picture Text Video Link
0
10
20
30
40
Picture Text Video Link
Samsung Mobile FB
Samsung Mobile VK
0
10
20
30
40
50
Picture Text Video Link
Sony Mobile UA FB
Sony Mobile в У… VK
Content type