Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.

1. Communication in category analysis on Facebook:
Reach, costs, & types of content.
1
Jakub Wyglądała
Client Service Team Leader
+22 500 076 970
jakub@sotrender.com
Dr Jan Zając
CEO
+48 606 797 043
jan@sotrender.com

2. Why us?
Sotrender is Poland's only
research company that specializes
in social media analytics. The
company was founded by two
well-known researchers from the
University of Warsaw – Dr. Jan
Zajac and Dr. Dominik Batorski.
Thanks to our unique database
and approach we are:
• The only company who can
estimate impressions and reach
on Facebook
• 1 of 3 with the ability to detect
promoted posts.
More than 1000 users in 21
countries. Our research solutions
have already benefited more than
100 customers – starting from
advertising agencies, through
media houses, and ending at
corporate clients.
Communication in category analysis 2
Competence Unique methods Experience

3. What does communication from each category look like?
Estimated share of voice and of spending.
What is the strategic communication of specific brands?
Frequency of posting and promoting, reach and impressions.
What is promoted?
Sponsored posts – quantity, proportion, and examples.
Questions about communication on Facebook
3Communication in category analysis
Learn exactly what your competitors are doing!
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4. Estimation for private data (reach, promoted posts ,etc.) based on activities from public
posts.
Estimations are done using machine learning technology based on random forest regression
algorithms and our unique data base, consisting of over 20k profiles on Facebook, including
almost 3k worth of Insights data.
Methodology
4Communication in category analysis
97%
Efficiency in identifying posts as being sponsored
12 % margin of error
One time or periodic (month, quarter, year etc.) research available.
Includes posts not visible on profile walls (dark posts).
CPM on client requests fitted to the industry.

5. What do we take into consideration?
Communication in category analysis 5
Promotion of posts,
including
dark/unpublished
posts. Mobiles
included
YES
Ads in the right
column, including
website redirection
NO

6. Share of Voice
& Share of Spend
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7. What portion of all impressions within a
category comes from particular profiles?
What portion of communication does
each individual brand hold?
Who from the competition is leading the
way?
Facebook Share of Voice
7Communication in category analysis

8. How does the participation of brand
communication change over time?
Which particular brands intensified their
activities?
Which of them managed constant
communication and which focused on
irregular campaigns?
Facebook Share of Voice over time
8Communication in category analysis

9. Estimated Facebook spendings
Communication in category analysis 9
Brand Impressions
Facebook
share of voice
Estimated spendings
Brand 1 76 705 044 59% 153 410 EUR
Brand 2 20 624 971 16% 41 249 EUR
Your brand 14 545 202 11% 29 090 EUR
Brand 3 6 155 560 4% 12 311 EUR
Brand 4 5 445 459 4% 10 890 EUR
Brand 5 3 619 636 2% 7 239 EUR
Total 128 317 372 100% 254 191 EUR
CPM is defined for each market; here we took CPM = 2 EUR as an example

10. How is the advertising budget
distributed over the year?
Which month has the highest
spendings?
Do your brand activities reflect current
trends in the industry?
Facebook Share of Spend in the industry
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11. What are the spendings of your brand
and your competition?
How much should you spend on
promotion to reach every user from
your target group?
What effect can you expect?
spendings – lost chances
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12. Reach and impressions
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13. How many impressions did individual
brands have?
What is the distribution of paid,
organic, and viral communication for
each brand?
Where does your brand stand?
Impressions – free and paid
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14. Do brands have similiar content
strategies?
Which category do they belong to
when it comes to the market average?
How does it influence the total number
of impressions?
Content strategy vs impressions
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Superactive: Posts and promotes a lot.
Strategic Promoters: Rarely posts, but promotes all or most of it.
Organic Communicators: Posts a lot with little to no promotion.
Laid-back: Little to no posts or promotion.

15. Do brands have similiar content
strategies?
Which category do they belong to
when it comes to the market average?
How does it influence the total number
of impressions?
Content strategy vs reach
15Communication in category analysis
Superactive: Posts and promotes a lot.
Strategic Promoters: Rarely posts, but promotes all or most of it
Organic Communicators: Posts a lot with little to no promotion.
Laid-back: Little to no posts or promotion.

16. Types of promoted content
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17. Types of content vs promotion
Communication in category analysis 17
Types of promoted
posts
Number of posts
How many
promoted?
Links to examples of promoted posts
Video 5 80% http://www.facebook.com/113143203693/posts/10153376419723694
Links 25 90% http://www.facebook.com/113143203693/posts/10153376419723694
Pictures with links 10 75% http://www.facebook.com/113143203693/posts/10153376419723694
Pictures without links 20 50% http://www.facebook.com/113143203693/posts/10153376419723694
Text 5 25% http://www.facebook.com/113143203693/posts/10153376419723694
Includes posts visible on profile walls (excluding dark posts/unpublished posts).
.xls file with all posts available on demand.

18. Examples of sponsored posts
Paid communication analysis 18
http://www.facebook.com/262012356483/posts/10154564668201484http://www.facebook.com/9615015947/posts/10154621994525948

19. Do brands use organic or paid
communication to reach their
audience?
How many posts were
published and how much of it
was sponsored?
Can we distinguish any trends
in the industry and does your
brand follow them or act
differently?
Percentage of sponsored posts
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20. How did promoted posts
engage users in comparison
to organic posts?
How well is paid
communication optimized in
the industry?
Paid activities vs organic
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21. How many new users did
posts reach?
Is the brand focused on
reaching new users or on
engaging current users?
Promotion vs users acquisition
21Communication in category analysis

22. Benchmarking:
Check your results and position among choosen brands.
Budget optimization:
Know how much other brands pay to get the same results. We have
arguments for both raising and lowering spendings.
.
Optimize your content strategy:
Learn the methods and results of your competitor’s communication and see
if it’ll help improve your own communication within the industry
Usage
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23. Pricing
Communication in category analysis 23
Analysis period Price Time Form
3 months 700 EUR 5 working days Report – presentation
6 months 950 EUR 6 working days Report – presentation
12 months 1200 EUR 7 working days Report - presentation
Analysis of 1 product category or part of it (we suggest at least 4 brands).
Possibility of periodic reports (monthly, quarterly).
Presentation of result on demand.
Prices concern analysis up to 10 brands. More than 10 brands means +10% for every 5 new brands.

24. Contact us!
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Jakub Wyglądała
Client Service Team Leader
+48 500 076 970
jakub@sotrender.com
Dr Jan Zając
CEO
+48 606 797 043
jan@sotrender.com