+1 vote
asked in Problem Solving by (40 points) | 829 views

2 Answers

+2 votes

15% drop in FB groups. FB Groups is a feature where people discuss, share or connect over different topics. Does this 15% drop in engagement? or a 15% drop in new users or a 15% drop in groups created.

Assume its engagement drop here i.e. sessions per day have dropped in FB groups - which means people engage lesser with the groups day to day than before.

I have a couple of clarification questions here:

- is the drop recent or has happened over - lets say it has happened over 1 month now

- did the drop happen on android, ios, web? if web then a particular browser?

- any particular geography

- changes in external ecosystem- competitors, data plans from n/w providers, etc.

- did we release a new feature that led to the drawing of users from FB groups

- was there a technical glitch

- seen a drop in related feature such as pages, feed, etc.

If the answer to all above is no then the drop is mostly due to behavioural than technical reasons. 

- Metrics- session per day, actions per session, % engaged users, median new posts per day in a group, median responses per post  

Lets say median new posts per day in a group have dropped that have led reduced engagement. I would then go about understanding the drop in this particular metric and see what are the possible reasons:
- seasonality
- drop in particular kind of groups e.g. schools related or education related communities because exams are there
- Notification bug - other people are notified when a post is created and thus response rate is low
- check churn rate and if that has increased talk to churned users to see reasons of churn
answered by (57 points)
+1 vote
First, you would clarify if this question is primarily about root-cause analysis, i.e. identifying the reason for the 15% drop.

Assumption: Facebook Groups are defined as a group of Facebook members that share a common interest, organization, family, etc.

Questions to ask to root-cause the problem:

Basic questions
a. Is the 15% drop YoY or over the projected growth?  
b. Is the 15% drop for a specific geographic region? Or across the world?
c. Is the 15% drop for a specific demographic group?
d. Did we see a drop in DAU, MAU in the same period?

Did the 4Ps change?
P1 - Did we change the product is anyway that would cause the drop? Is the product still relevant? Did we change any adv. algorithm?
P2 - Did we change any advertising / marketing campaigns that would cause the drop? (Negative emotions)
P3 - Did we change the placements of ads?
P4 - Did internet providers or mobile providers change pricing? Or costs increase for users?

Others potential issues -
Were there any outages with data centers? Or servers?
Did the users start using a competitors / substitute product ?

Other Parameters:
If the drop is regional
- were there any weather events or acts-of-god during the drop period?
- were there any political events?
- were there religious / cultural / seasonal events?

Once you have identified the root cause you could take specific actions to fix it -
For example, you might realize that the advertising algorithm changed and displaying too many ads within groups. We could fix that.
For example, you might realize that heavy usage of videos/ads could have caused overage charges thereby increasing monthly cost. We could introduce a "low bandwidth mode" for mobile users.
answered by (23 points)

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