MTV final

1. Micky Zerolo Lázaro
Claudia Vaiani
Katarina Monteiro
Manuela Gesslbauer
Sunny Byun

3. Table of Content
1. Co-link graphics
1. Google Trends
1. Website Analysis
1. Youtube Analysis
4.1 MTV NOW + MTV.nl
4.2 Koen Kardashian
5. Instagram Analysis
6. Facebook Analysis

4. Co-link Graphic: MTV NOW - Global

5. Co-link Graphic: MTV NOW - NL

6. Interactor Graphic: MTV NL

7. Why not Twitter?
- Shows how slowly Twitter’s
been growing compared to
Facebook, Instagram, and
Snapchat
- Has a collection of fake
accounts (bots, spam)
- Intagram’s growth speeds up,
hits 700 million users

8. - Link with relevant websites is important to build SEO,
an important strategy to increase traffic to the MTV NL website.
- One of SEO techniques is to create links from your site to
high authority sites in the same niche, on the theory that
the resulting association between your site and the high
authority sites will improve your site's standing with
Google's ranking algorithm.

9. Google Trends
“MTV” the Google Trends result shows
these cities are the most popular for
MTV in terms of numbers of time
“searched” on Google in the last 12
months.

10. WEBSITE ANALYSIS

11. Website Analysis
- Pagespeed is very low.
- A big part of the users
are coming direct or via
search of “mtv.nl”

12. Importance:
- Shows if the Koen Kardashian reaches the right audience (NL)
- Shows what kinds of websites are referring “Koen Kardashian”
on their page
Methodology:
1.Set search result to top 100 of Google
2. Scrap the landing links of search result of “Koen Kardashian”
3. Check whether the retrieved links are actually related to Koen
Kardashian and MTV Now
Google Scraper Clouds Analysis

13. Findings - Google Scraper Clouds
- MTV Belgium (578)
- MTV NL (567)
- Koen Kardashian is active on niche social media platforms
(Ink361, Imgrum, thepicta with +1,000 likes)
- Most of the landing pages directed to his music video
- A lot of articles about Koen Kardashian as an individual,
NOT as the ambassador of MTV NOW
- A lot of articles of his shows in another channel (npo3)

14. YOUTUBE ANALYSIS

15. Youtube data analysis
MTV NOW + MTV.nl

16. Koen Kardashian
Neither MTV or MTV NOW related content (videos or hashtag
mentions) was found in Koen’s channel, which has not been active
since the last video in April.
Average likes 319
Average
dislikes
42
Average
comments
43
Average views 21.997
Playlist ID Followers Videos Views
no playlist 8,408 16 627,094
There has been a constant
evolution of likes, dislikes,
comments and views over time,
since the first video was
posted.

17. Koen Kardashian

18. INSTAGRAM ANALYSIS

19. Instagram data analysis
Average
Engagement rate
over time: 1,864

20. Koen Kardashian - #INSTAFAMOUS
@mtvnl @mtvbelgium #mtvnow #instafamous #koenkardashian
mtv.nl/now

21. Findings
No significant difference between the engagement (likes + comments)
generated by posts relating mtv now content and not-related posts.
#mtvnow, #instafamous and #koenkardashian are not among the most
engagement-generator hashtags.

22. Findings - hashtag analysis
#koenkardashian
Positive: strong relation with #mtvnow and #instafamous.
Negative: main users are @mtvnl and @koenkardashian; users
are not creating content yet.
#instafamous
Positive: it generates more visibility and a wide audience
reach.
Negative: much noise is produced and data analysis work is
hindered.

23. Findings - hashtag analysis
#koenkardashian #mtvnow

24. FACEBOOK ANALYSIS

25. Facebook Analysis
Collection of Posts from June 1st until July 11th
Real: no Bullshit-Authentic Unpredictable: Pioneering - Original Young: Fun - Irrelevant

26. Subcategories found:
SUBCATEGORIES DEFINITION
Brand Awareness Posts about MTV Now/ Ambassadors
Fun/ Entertainment Humor Videos
Tutorials DIY( do it yourself) Videos
TV Shows
Videos about MTV Shows (e.g. Ex on The
Bitch; Just Tattoo of Us...)
Music Posts about MTV music concerts, singers...
News Posts about celebrities

27. Suggestions:
SUBCATEGORIES DEFINITION EXAMPLES
Brand Awareness
Posts that contain the use of ambassador or
event sponsorship which mentions brand’s name
(MTV Now) to build company presence in a
virtual environment.
create a regulary format (e.g.
events of the week with the
#mtvnow)
Polls Posts that request information or prompts
answers from the consumer through multiple-
choice questions
involve the community. Post a
picture of a hot-spot and the
community should post their
favorite places in city “xy”
as well.
Social Responsibility Posts that showcase support for social
questions
(e.g. gay rights, womans'
empowerment, genders'
issues...)
Community
Posts that encourage consumers to follow one of
the brand’s other social media platforms
(e.g.Twitter, YouTube)
motivate the community to post
their mtv now moment on
instagram and they should #
the picture with #mtvnow
Questions
Posts that request information or prompts
answers from the consumer through fill-in-the-
blank or open-ended questions
Which do you like most? The
original or the remix?

28. SUBCATEGORIES DEFINITION EXAMPLES
Directional
Post that direct a consumer to click/do
something, except for Liking - Call to
actions/Link Building
Create survey, contest,
promotion in order to be more
attractive
Seasonal
Posts that remind and inform consumers of
seasonal and annual events and related products
by the brand Events, holidays...
Suggestions:

29. Subcategory Analysis

30. Results
Performance Marketing vs.
Brand Marketing.
Engagement Posts (young /
fun) are the leading posts
but these doesn’t fit the
brand formula. They are
focused on the performance
marketing and not in brand
marketing because the posts
with the higher engagement
rate(in June and July) are
the ones related to the
“fun content”.
* Engagement rate = Interaction/Number of followers