End of Final Project

I believe the final infographic should be self-explanatory. It was ‘shrunk’ from a long scrolling one because there are 6 elements and the visual working memory cannot retain the context of the previous elements. From visiting a few advertising and PR agencies, they tend to print their infographics and attach it to the wall. This layout enables the brand to print it our physically and mount it on the wall for the social media managers to view and remind themselves. The digital version is also extremely useful because less scrolling is now needed and subtly grouped according to segments to improve understanding through such simple visual features.

This is the final infographic.

3229 GrpP Draft 3

Breakdown and explanation of individual elements:

Chart1

  • This column chart provides the background for our brand, Brand 1 (henceforth known as “brand”) to show its current performance as it enters 2014.
  • We don’t see this often, but my group decided to use a range bar chart because it omits unnecessary information. Since we would be focusing on the growth numbers (in absolutes), then the size of the bar can easily depict the increase in numbers across the year.
  • As you can see, brand is leading the twitter social media race, but the others may be catching up.

Chart2n3

  • Simple bar charts are used here.
  • This section is to show the “2-way communication model” performance through analysis of incoming and outgoing tweets. For those who are not in the know,
    • incoming refers to Mentions and Replies through the “at” symbol, i.e. @Brand1 and retweets simply means followers sharing our brand’s content;
    • outgoing refers to the brand’s social media manager(s) mentioning followers in tweets or directly replying them, and retweets refer to the sharing of follower’s content in the brand’s public feed.
  • We show this to suggest what other brands are doing effectively and hence to adopt their models to boost the brand’s image/no. of followers.

Chart4

  • Simple line graphs to show trends.
  • Look at that inversely proportional trend! By first adding a time lag of about a month, a fast response rate attracts more followers – high growth rate – the next month, but due to that fact, the increase in incoming interactions cause the brand to respond more slowly. This in turn leads to a slower growth rate the following month.
  • We suggested that the brand should forecast spikes in follower growth and possibly activate more personnel to start responding to user queries. Interesting huh?

Chart5

  • Personally my favourite. This is sort of an alternative heat map chart, and took me about 2 days to conceptualise this mode of presentation.
  • Why circles you ask, it’s because I initially experimented with squares (table form) and there existed the grid illusion. Not sure if the dark background changes anything, but I sure didn’t want to take any risks. This representation seems friendly and not too confusing, and the white boxes can be inferred to show the high concentration areas.
  • The socialbakers representative did mention that this was pretty interesting and may look to implement this! (woots)

Chart6

  • We thought that this may be confusing because the data given to us was quite misleading. Column charts are used.
  • Top three tweets of the month was given in terms of retweet count and hence we would think that it wasn’t the fairest representation of the suggested course of action. Still, the numbers of retweets with visual seem to speak for itself.

 

As most other groups mentioned, not knowing the real brand had imposed much restrictions on how we could explore the data and the suggestions that we could come up with. It also leaves us clueless as to the trend changes throughout the year as there may be press events or promotional campaigns that may have affected the follower growth rate.

My finals words for this project would be “fun, but impractical”.

Here’s to exams and a great summer holiday ahead!

Samuel Cho.

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