Faculty of Economics & Business

Universitas Gadjah Mada

Docent Dr. Sahid S. Nugroho, MSc
Simulation Case 6 E-WOM Analysis
Version 22-10-2021

1. THE MISSION

Your team is asked to give a critical review on e-WOM (Electroic Word of Mouth)
activities on certain brand’s Instagram account. You have to use a free web based
service provided by fanpagekarma.com to get the brand performance indicators.
You have to log in to www.fanpagekarma.com using your facebook account and after
your registration is approved, then types the link of the intended fanpage.

(1) Go to www.fanpagekarma.com, and register yourself, then make a signed

agreement in using the data analysis

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(2) Choose the social media type do you want to review. Click ANALYTICS, then click
+PROFILE. Choose Instagram. Type the targeted account (For example:
liverpoolfc).

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(3) Using the same process, choose the closest competitor (for example: Chelsea FC)

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(4) Go to the Menu, then click ANALYTICS to get the indicators:
a. Metric
b. Post
c. Charts & Report
d. Analysis

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 2. THE TARGET

The targeted Instagram account for each group is determined below based on different
product categories. YOU CAN DECIDE which brand do you want to study accordingly.
You have to analysis the main brand target (e.g. Liverpool FC), then you also to include
1-2 main competing brands for objective comparisons (e.g. Chelsea FC & Manchester
City FC). Please note, your target report is only single brand, the other competing brand
only to serve for your analytical baseline.

GROUP PRODUCT CATEGORIES EXAMPLES

1 Fashion
2 Food & Beverage
3 Gadget & Laptop
4 Motorcycle
5 Car
6 Beauty & Self Care
Adidas, Nike, Zara, H&M, Levi’s, Brodo
PizzaHut, McDonald, Starbucks, Domino’s Pizza
Oppo, Vivo, Apple, Asus, Huawei, Lenovo, HP, Dell
Honda, Yamaha, Vespa, Suzuki, Kawasaki, HD, Indian
Daihatsu, Toyota, Honda, Suzuki, Mercedes Benz, BMW
Sunsilk, Dove, Wardah, Lux,

3. THE FIRST TASK: PERFORMANCE METRIC

Based on performance metric product by fanpagekarma.com, you have to give a critical

analysis for FOUR subject categories. Please note, enrich your analysis by always
comparing your target account to the closest competitor account:

(1) METRIC
Give a critical analysis on the two targeted account performance in terms of
related indicators as follows:
a. Post Interaction
b. Page performance index
c. Number of Fans
d. Engagement
e. Average weekly growth
f. Number of Likes
g. Total reaction, comment, shares
h. Number of Comments

(2) POST
Give a critical analysis on the top three posts based on the content quality (why
is it going to be viral) and related indicators as follows:
a. Number of like
b. Number of comments
c. Post Interaction

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 (3) CHARTS & REPORTS
Give a critical analysis on the perfomance indicators as follows:
a. Follower
b. Growth
c. Engagement

(4) ANALYSIS
Give a critical analysis on the perfomance indicators as follows:

a. By Period
i. Post
ii. Stories

b. By Day Time
c. Top Text (why is it going to be viral)
d. Top Pic (why is it going to be viral)
e. Top Video (why is it going to be viral)
f. Top Carousel (why is it going to be viral)
g. Top Hashtag (why is it going to be viral)
h. Top Link (why is it going to be viral)
i. Top Word (why is it going to be viral)
j. Top Domain (why is it going to be viral)
k. Top Filter (why is it going to be viral)
l. Most frequently used word
m. Most frequently use hashtag
n. Per Week Day
o. Frequency
p. Attachment
q. Post type

Please note, your analysis is not just explaining the number or the graphic. You have to
give a critical discussion concerning each indicators. You can enrich your conceptual
framework by referring to the research paper written by Vries et al. (2012).

4. THE SECOND TASK: IMPORTANT ISSUES

Based on indicators provide by fanpagefarma.com in which you can also add additional
sources such as keyhole, appenie, or similarweb, you have to give a critical analysis
concerning four subjects below:

(1) Identify what the most popular issue is mostly discussed by the users on that
Instagram Account?
(2) Identify why that issue is so popular?

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(3) Identify the possible mistakes is unfortunately made by the company in
responding certain comment from certain user. You can scan this matter from
the conversation lists on that Instagram account directly.
(4) Considering all performance indicators, what do you suggest to improve the
performance of that Instagram Account?

5. THE REPORT TEMPLATE

(1) Make the report in MS Word using a font type of calibri 12 with 1,5 line spacing.
(2) The report has a minimum number of pages of 5 pages in which are included the
related picture and table.
(3) The report template consist of:
(1) Cover
(2) The First Task
(3) The Second Task
(4) References

(4) Submit the report before November 20, 2021 to ELOK UGM with compulsory file
name.

semba_mm2021_ sc6_groupX