Metrics Maze Case Study

Jesse Whale Tuesday November 27, 2012

Tools Used

● Social Mention

● Klout

● Tweet Archivist

● General Observation

Sentiment Analysis: Twitter

Via Social Mention: Social Mention uses a scale of positive, neutral, and negative to measure sentiment and a sentiment ratio measuring positive

mentions to negative mentions.

#IMCSLC: 21% positive, 0% negative, and 67% neutral with 21:0 ratio. This means that the majority of the tweets that use the hashtag are neutral. These neutrals can be turned into positives by generating tweets that highlight the brand, such as tweeting about how awesome class was today and why! Again, a 0% negative shows that our tweeters are focusing on the positive, and representing the brand well.

@IMCSLC: 1% positive, 0% negative, and 42% neutral with a 1:0 sentiment ratio. Similar to the use of the IMCSLC hashtag, the Twitter account also has a lot of neutral tweets. However, the positive percentage is only 1% above the negative. @IMCSLC could improve this percentage through using more positive words more often such as good, or great.

Sentiment Analysis: YouTube

Via Social Mention: Social Mention uses a scale of positive, neutral, and negative to measure sentiment and a sentiment ratio measuring positive

mentions to negative mentions.

IMC SLC You Tube: 3% positive, 0% negative, and 47% neutral with a 3:0 sentiment ratio. Seeing no negative sentiments is good for the brand. Another positive is that when searching for IMC SLC on Social Mention, the student videos come up which looks good for the brand as well.

Sentiment Analysis: Facebook

Via Social Mention: Social Mention uses a scale of positive, neutral, and negative to measure sentiment and a sentiment ratio measuring positive

mentions to negative mentions.

IMC SLC Facebook Page: 0% positive, 0% negative, and 3% neutral with no visible ratio. Just like my thoughts on improving Twitter, the Facebook account could increase positive sentiment by sharing and posting more content with keywords that are positive.

Influencer Analysis: Twitter

Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports tweets based on hashtags or search terms.

#IMCSLC: Top users by tweet count who use the hashtag #IMCSLC include Jim Elyot, Kathy Patterson, and Tanya Trombetta. We can take advantage of this by retweeting the top users and mentioning them in our own tweets to ensure they continue they are connected with the hashtag.

@IMCSLC: Top users by tweet count who tweet at the IMC SLC account include Derek Wilson, Joshua Harston, and Andralyn LaFramboise. After checking my own accounts on Twitter Archivist, I noticed that the top users were people who recently interacted with me, meaning the "top users" isn't completely accurate for an overall look. In order to keep up to date with who the top influencers are, the stats should be checked weekly and continue to engage with these specific users.

*The following slides have images that depict these results*

Influencer Analysis: @IMCSLC

Influencer Analysis: #IMCSLC

Influencer Analysis: Facebook

Via Facebook, Klout & YouTube

Facebook: The average age of an IMC SLC Facebook fan is between the ages of 18 and 24, with Kingston as the mostpopular location. We can determine through posts and logistics that professors and students are the key content curators and users of this page, and thus the brand can continue to engage students through relevant posts and curated content. According to Klout, the IMC SLC Facebook Page is influenced by Seth Godin, Mark Shaefer,Junta42 CMI, and our own Lindsey Fair.

Influencer Analysis: YouTube

Via YouTube Channel Research

YouTube: Unfortunately, there aren't any influencers are the IMCSLC YouTube channel. There aren't any comments on videos, and the last one was posted in July of this year. It would be more evident if the brand used the channel more often. An idea would be to post vlogs monthly and encourage shares on the IMCSLC Facebook, Twitter, and website channels.

Volume Analysis: Twitter

Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports tweets based on hashtags or search terms.

#IMCSLC: According to the graph on the following page, the #IMCSLC is used at a steady rate throughout last week with a skyrocketing number on Friday the 23rd, a big decrease on the Saturday, and back up again on Sunday. These metrics are helpful because we can search #IMCSLC on Twitter to see what all the commotion was on Friday and potentially act on these results in the future.

@IMCSLC: In comparison to the hashtag, the twitter handle wasn't mentioned nearly as much last week. They were mentioned a total of 9 times. Unless @IMCSLC were to retweet these tweets, we are unable to see who mentions the brand and what they were inquiring about. This information would assist in determining why mentions were so low, and what people were inquiring about last week.

* The following slides have images that depict these results*

Volume Analysis: #IMCSLC

Volume Analysis: @IMCSLC

Volume Analysis: Facebook

Via Facebook Search

IMCSLC Facebook Page: Since the page was created in March 2012, it appears that there is constant interaction, engagement, and content curation. Users include current students, sometimes alumni, and most commonly professors. Likes, comments, and posts are happening daily, which proves that the volume of Facebook posts are reaching its target.

Volume Analysis: YouTube

Via YouTube Research

IMCSLC YouTube: It's obvious that with the most recent post being over 4 months ago, that the YouTube channel doesn't have any current volume. With that said, their total video count is 10, and the most views were 540 - a video

that was posted 7 months ago.

Content Analysis: Twitter

Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports tweets based on hashtags or search terms.

#IMCSLC: The most popular hashtags that are associated with #IMCSLC are #2012hes, #TrendsTalk, #ChalkAboutIt, and #MCOM44. The most frequently used words are currently media, students, mobile, and Trend Talk. This is positive because all of these words are associated with the program and what's relevant right now. This analysis is a good way to demonstrate to follows what type of activities and content takes place around IMCSLC.

@IMCSLC: The most popular hashtag associated with @IMCSLC is #IMCSLC. The most frequently used words are currently Marketing, OCMC, Team and Gold. This is positive because it's evidence that our #IMCSLC hashtag is used properly, and the frequent words highlight our recent success at OCMC.

*The following slide has visuals to depict these results*

Content Analysis: Twitter

#IMCSLC @IMCSLC

Content Analysis: Facebook

Via Social Mention: Social Mention uses a scale of positive, neutral, and negative to measure sentiment and a sentiment ratio measuring positive

mentions to negative mentions.

IMCSLC Facebook Page: The most popular keywords used within the IMC SLC Facebook Page are: IMCSLC, Video, Center, and Greg. Just like Twitter, these keywords also relate to the program and indicate some specific areas of interest. This is positive because it highlights some main features of our program such as the course acronym, a major course such as video, and the Greg Awards. The rest of the content on Facebook includes valuable content that has been curated to relate to our course.

Benchmark Analysis

Via Twitter, Facebook, and YouTube Research for Durham, Loyalist, and Humber

Twitter: Searching for advertising programs on Twitter from the above three schools provided no results other than a generic Twitter account for Humber College.

Facebook Page: Searching through Facebook provided the same results with no specific pages dedicated to the course.

YouTube: Searching for YouTube also provided that there were no course related videos for either of the schools mentioned above.

This information gives IMC SLC an upper hand as they are continuously active on their Social Media channels and keep their viewers up-to-date with what's happening in the program and community.