Dentsu Inc. Launches "D-SCOOP" Content Planning Tool to Amplify Consumer Reactions on Corporate Facebook Pages

Dentsu Inc. today begins offering a service utilizing "D-SCOOP" (Dentsu Social Contents Optimizer), a content planning tool designed to amplify consumer reactions to corporate Facebook pages.

　In developing D-SCOOP, the company selected 30 companies with large Facebook fan bases across 10 industries and analyzed all their posts (14,517) over one year. The top 1,200 posts (about 8.3% of the total) that generated the most consumer reactions received approximately 3.5 times more engagement than the overall average.

Furthermore, analysis of these high-reaction posts revealed 31 key elements, represented by keywords such as Season (seasonal topics) and Greeting (greetings to fans, etc.). It was found that these 31 elements interact and influence consumer reactions.

D-SCOOP employs a methodology that combines these elements with the company's proprietary insights and expertise in Facebook management to create posts that resonate with users across four key perspectives. These four perspectives are: ① the topic of the post content (TOPIC), ② the subject and expression of the post's photos/videos (VISUAL), ③ the creative aspects of the post's text (TEXT), and ④ the management approach (OPERATION).

■Concept Diagram of D-SCOOP

Currently, many corporate Facebook pages rely heavily on the experience and personal taste of their managers. This often leads to issues like inconsistencies in post content and effectiveness. Additionally, understanding how to measure consumer reactions and from what perspective to evaluate them has been a challenge.

D-SCOOP is a tool providing solutions to these challenges. It suggests optimal posting patterns by combining four perspectives and 31 elements. Simultaneously, it enables comparison with posts from 30 companies across 10 industries with high follower counts and engagement, facilitating benchmarking in areas like balance and reaction rates. This aids in establishing evaluation criteria and building PDCA cycles.

Moving forward, the company will provide consulting services utilizing D-SCOOP. It will also develop operational evaluation criteria and PDCA mechanisms for social media platforms beyond Facebook, offering comprehensive support for corporate social media marketing.

<Examples of Use>

■Understanding Content Performance

・By analyzing the element distribution of 1,200 high-reaction posts across 30 companies in 10 industries and comparing content performance month-over-month, companies can implement PDCA cycles using expected vs. actual values.

This enables PDCA operations using expected values and actual measurements. Comparisons utilize

CPi (Contents Performance Indicators), developed exclusively by Dentsu Inc.

■Promoting Posts That Drive Higher Engagement

・For example, when posting a TOPIC (subject) related to Season (seasonal content), use "Character" (company characters, etc.) for VISUAL (main subject or expression)

"Character (company characters, etc.)" for VISUAL, "Greeting (messages to fans, etc.)" for TEXT, and

and "MOMENT (timing aligned with consumer excitement)" for OPERATION (execution).

can increase consumer reactions.

Compared to the average engagement rate across 14,517 cases from 30 companies in 10 industries, this approach has generated up to 6.5 times more engagement.

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Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/0630-004081.html