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NCCv2.1 Report
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Transcript of NCCv2.1 Report
1
NATIONAL CAPITAL COMMISSION SOCIAL MEDIA ANALYSIS
Presented to: Daniel Feeny
Director Digital Communica:ons, Outreach and Youth Programs
Submi>ed on: March 14, 2011
Presented by:
SoshalGroup.com -‐ @SoshalGroup -‐ 613.323.4253
EXECUTIVE SUMMARY
NCC web analy:cs collected for Dec 1, 2010 though to Mar 1, 2011 show the number of visits, :me spent per visit, average :me on site, and various other data including which mediums are funneling traffic to canadascapitcal.gc.ca. Based on this informa:on Soshal Group’s research team concludes no:ons such that even though TwiXer is the most popular form of communica:on (54%) around Winterlude men:ons, Facebook and organic search are what bring people to the website – twiXer ranks 31st for referred web traffic.
Mobile app informa:on deduce that downloads skyrocketed the third week in January and con:nued strong un:l the first week of Winterclude came to and end. Downloads peeked upon app launch dates – updates did not seem to increase downloads – however the WLv1.1 update was released right around Winterlude kick off which was when app downloads began to peak.
Radian6 Social Media Monitoring Placorm was used to measure social media analy:cs. Winterlude ranked highest among compe:ng events (men:ons) but only places fourth in terms of posi:ve sen:ment – this is believed to be because of the nega:ve Foie Gras aXen:on.
Radian6 calculated the most influen:al TwiXer users men:oning Foie Gras to be PETA, (140,000+ followers). Radian6 ranks Foie Gras posi:ve sen:ment at 36.6% with news and blog comments popula:ng the majority (59%) of the conversa:on. January 14th contained the most Foie Gras men:ons.
Soshal Group highlighted and showcased conversa:ons taking place for five major trends. the busiest day (900+ men:ons) took place during Winterlude opening ceremonies.
40,000+ video and image views took place across both NCC and user Youtube & Flickr accounts – this more than doubles Mosaika views.
2
TABLE OF CONTENTS
WEBSITE………………………………………………………………………………..4-‐5
MOBILE………………………………………………………………………………….6-‐7
RADIAN6 OVERVIEW……………………………………………………………….8-‐10
COMPETITOR SOCIAL MEDIA METRICS……………………………………..11-‐19
WINTERLUDE/ BAL DE NEIGE SOCIAL MEDIA METRICS………………..20-‐29
FOIE GRAS SOCIAL MEDIA OVERVIEW……………………………………..30-‐34
COMPETITOR COMPARISONS………………………………………………….35-‐38
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4
WEB ANALYTICS (canadascapital.gc.ca Winterlude 2010 vs Winterlude 2011)
Compared to Winterlude 2010 site visits are up. However pages per visit has dropped by 27.54% compared to last year, and the bounce rate is higher at 52.66%.
MOST POPULAR WEB PAGES (WINTERLUDE 2011)
5
Two pages stand out in terms of page views. These are the Winterlude page and the Rideau Canal Skateway page.
TOP 10 TRAFFIC GENERATORS (WINTERLUDE 2011)
6
Based on Google Analy:cs it appears the most popular social media channel genera:ng traffic to NCC’s website is Facebook.
7
MOBILE WEB VIEWS (canadascapital.gc.ca Winterlude 2010 vs Winterlude 2011)
8%
92%
Mobile
Web
WEB INSIGHTS (BASED ON ANALYTICS)
REFERRALS • 90+% of web traffic referred from organic search engines (bing, google, yahoo) which means
you’re website is easy to find • Facebook ranks third for referred web traffic and makes up 11% of all Winterlude
conversa:ons on the social web, (see page 17)
• Twi>er brought in only 300 visits to the web traffic and makes up 54% of all Winterlude conversa:ons on the social web, (see page 17)
TRAFFIC SPIKES
• Traffic spikes on same day Mar:n Picard and Foie Gras men:ons increase on Dec 11 (see page 18 for trends)
• Traffic spikes slightly during Opening Ceremonies (see page 18 for trends)
• Traffic spikes during week three of Winterlude aligning with the trending disappointment of the warm weather and mel:ng canal (see page 18 for trends)
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12000
14000
11-‐Jan-‐15 18-‐Jan 25-‐Jan 8-‐Feb 15-‐Feb 22-‐Feb 1-‐Mar 8-‐Mar 15-‐Mar
MOBILE
Winterlude Acavaaons
Canal
Winterlude
Skateaway available
WLv1.2 update
MOBILE ANALYTICS
Winterlude 7,202
Canal 4,945
Acavaaons 12,782
Winterlude available
WLv1.1 update Skateaway v1.1 available
MOBILE INSIGHTS
App downloads & ac:va:ons increase drama:cally on release day, but decline going into the second and third week.
Winterlude App available same :me as Mar:n Picard & Foie Gras becomes trending (see Winterlude Men:ons Trending Over:me, page 18)
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10000
12000
14000
11-‐
Jan
18-‐
Jan
25-‐
Jan 8-‐ Fe 15-‐
Fe 22-‐
Fe 1-‐ Ma
8-‐ Ma
15-‐
Ma
MOBILE
Winterlude Acavaaons
Canal
Winterlude
Mar:n Picard and Foie Gras trending
MOBILE SOCIAL MEDIA ANALYSIS
11
Volume 131
Senament 100% Posi:ve
Language 99.2% English
During opening ceremonies was when the Winterlude App received the most aXen:on on the social web. This is also the same :me downloads and ac:va:ons spiked, (see slide 6). Conversa:ons spiked slightly when the first update was released. ChaXer trailed off but remained consistent with about three men:ons a day going into the second and third week.
MOBILE HIGHLIGHTS
12
The Winterlude App was well liked. It gained most of it’s aXen:on during release and received promo:on on twiXer from the general public as well as brands such as: The Comfort Inn (@hoteloXawa), Canadian Tourism Commission, (Keep_Exploring), and MatrixMediaFX (@mMediaFX).
RADIAN6
• The Radian6 sonware pulls in social media-‐specific sites by using a special mixture of RSS feeds, proprietary crawlers, and access to APIs like TwiXer
• Radian6 doesn’t cover websites in general unless they have a social media component. A site might exists on the Internet but that does not mean it’s a social media site, and if it’s not a social media site then, Radian6 most likely doesn’t cover it.
• Radian6 also strongly respects the Terms of Service of websites and regulated crawler access, meaning if a site has been made private, Radian6 fully respects that privacy.
13
RADIAN6 METHODOLOGY
• VOLUME: Total number of keyword men:ons across all media types for specific :me frame.
• SENTIMENT: Automated sen:ment determined by keywords that have been defined in Radian6 topic profile
• TOP INFLUENCERS: Media types are ranked by overall volume and influencers are pulled from those media types based on results that are determined by the influencer widget. This widget pulls data according to the influencer seong in Radian6 topic profile
• TOP TRENDS: Most popular conversa:onal themes during Winterlude
• KEY POSTS WITH TOP KEYWORDS: Verba:m of posts featuring top men:oned keywords from the spikes of the top trends
14
RADIAN6 KEYWORDS
• NCC BRANDED KEYWORDS: Winterlude, Bal de Neige, Foie Gras
• COMPETITOR KEYWORDS: Carnaval de Quebec, Montreal en Lumiere, Wintercity, Fes:val du Voyageur
15
COMPETITOR SOCIAL MEDIA METRICS
High Level Overview Metrics:
VOLUME – SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE
16
FESTIVAL DE VOYAGEUR SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
1,097 Posts
Senament
90% Posi:ve
Language
77.8% English
TwiXer 47%
Blogs 22%
Facebook 20%
Comments 2%
Images 4%
Forums 2%
Videos 1%
News 2%
Fesaval de Voyageur Volume by Media Type
17
FESTIVAL DE VOYAGEUR Top Men:oned Keywords
18
MONTREAL EN LUMIERE SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
162 Posts
Senament
99% Posi:ve
Language
59.3% English
TwiXer 53%
Blogs 16%
Facebook 18%
Comments 1%
Images 2%
Forums 1%
Videos 8%
News 1%
Montreal en Lumiere Volume by Media Type
19
MONTREAL EN LUMIERE Top Men:oned Keywords
20
WINTERCITY SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
75 Posts
Senament
84.6% Posi:ve
Language
98.7% English
TwiXer 31%
Blogs 48%
Facebook 3%
Images 15%
Forums 1%
Videos 1%
News 1%
Wintercity Volume by Media Type
21
WINTERCITY Top Men:oned Keywords
22
CARNAVAL DE QUEBEC SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
383 Posts
Senament
88.6% Posi:ve
Language
71.8% English
TwiXer 17%
Blogs 58%
Facebook 11%
Images 4%
Forums 0%
Videos 9%
News 1%
Carnaval de Quebec Volume by Media Type
23
CARNAVAL DE QUEBEC Top Men:oned Keywords
24
WINTERLUDE / BAL DE NEIGE SOCIAL MEDIA METRICS
Metrics Explored
VOLUME -‐ SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE – KEYWORDS – KEYWORDS BY TREND -‐ FACEBOOK LIKES – VIDEO AND IMAGE VIEWS – VIDEO AND IMAGE INFLUENCERS – TWITTER INFLUENCERS – VIDEO
VIEWS & TWITTER FOLLOWERS COMPARED TO MOSAIKA
25
WINTERLUDE / BAL DE NEIGE SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
12,589 Posts
Senament
85.8% Posi:ve
Language
95.5% English
TwiXer 54% Blogs
15%
Facebook 11%
Comments 6%
Images 6%
Forums 4%
Videos 3%
News 1%
Winterlude / Bal de Neige Volume by Media Type
26
WINTERLUDE MENTIONS TRENDING OVER TIME
December 11 • Winterlude looking for extra funding • NCC Announces Winterlude Programming • Top 10 AXrac:ons in OXawa
January 14 • Chef Mar:n Picard bows out due to Foie Gras ban • Murray Street Bistro & three other restaurants opt to serve Foie Gras in protest of ban
February 4 • Opening ceremonies and fireworks • Flickr images genera:ng large buzz • Popular images include shots of ice sculptures, as well as fireworks
February 12 • Flickr comments on: Honey, I shrunk the net • Tournament Highlight video • Ice Carving video • Horse accident
February 19 • Week three is off to a soggy start • Flickr, L’accordeoniste sculpture • Canal closed
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TYPICAL WINTERLUDE DAY
28
February 11th was the second Friday during Winterlude and was chosen to represent a typical ou:ng :me for most folks to enjoy Winterlude. As seen Winterlude men:ons picks up around 8am and pan out at noon. As folks start geong off of work the men:ons begin to increase around 3-‐4pm. Men:ons peak one more :me at 10pm.
TOP MENTIONED KEYWORDS BY TREND
December 14
January 11
29
TOP MENTIONED KEYWORDS BY TREND
February 12
February 19
30
Dec 14
WINTERLUDE TOP INFLUENCERS (Twi>er Followers)
31
WINTERLUDE TOP INFLUENCERS (facebook likes)
Top “Liked” Blogs 1) Algonquinphotography.blogspot.com 2) Fullcomment.na:onalpost.com 3) Veganmainstream.com
32
WINTERLUDE TOP INFLUENCERS (Video & Image Views)
Top Influencers 1) Youtube.com/nccvidccn 2) Youtube.com/BryanAndrewMcNally 3) Flickr.com/people/23575605@N08/
Total Views 46,065
33
Top User Generated Videos 1) BRYANANDREWMCNALLY (1737 views) 2) FLIPUALEXFLIP (1471 views) 3) BABYVLOG (1187 views) 4) NEILWICK (503 views)
Average Views* 70
*Only videos with five or more views were included
TOP MENTIONED ENGLISH WORDS (Winterlude Conversa:on Cloud)
34
TOP MENTIONED FRENCH WORDS (Winterlude Conversa:on Cloud)
35
FOIE GRAS OVERVIEW
Metrics Explored
VOLUME -‐ SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE – KEYWORDS – TRENDING CONVERSATION HIGHLIGHTS
36
FOIE GRAS SOCIAL MEDIA OVERVIEW, DEC 1, 2010 – MARCH 1, 2011
Volume
1,021 Posts
Senament
36.6% Posi:ve
Language
94.8% English
Foie Gras Volume by Media Type
37
TwiXer 27%
Blogs 11%
Facebook 2%
Comments 59%
Forums 1%
FOIE GRAS MENTIONS TRENDING OVER TIME
CBC: Chef Out Aker Winterlude Foie Gras Flap
Comments: 149 Unique Commenters: 125
Comment Snippets “this chef should not be surprised that he might be asked for a menu change” “Controversial food off the menu....Is this a joke? It just demonstrates how many un-‐cultured and un-‐traveled persons there are around.” “When the poliMcally correct decide menus we are in desperate trouble”
38
TOP MENTIONED ENGLISH WORDS (Foie Gras Conversa:on Cloud)
39
TOP MENTIONED FRENCH WORDS (Foie Gras Conversa:on Cloud)
40
COMPETITOR COMPARISON
High Level Comparison Metrics:
VOLUME – SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE
41
42
0
2000
4000
6000
8000
10000
12000
14000
Montreal en Lumiere
Carnaval de Quebec
Fes:val du Voyageur
Wintercity Winterlude
COMPETITOR COMPARISON (VOLUME)
Volume
43
75%
80%
85%
90%
95%
100%
105%
Montreal en Lumiere
Carnaval de Quebec
Fes:val du Voyageur
Wintercity Winterlude
COMPETITOR COMPARISON (SENTIMENT)
Sen:ment
Note: Montreal en Lumiere contained 40% French men:ons. French sen:ment measurement is not accurate.
44
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Montreal en Lumiere
Carnaval de Quebec
Fes:val du Voyageur
Wintercity Winterlude
COMPETITOR COMPARISON (LANGUAGE, ENGLISH)
Language (English)
45
0
2000
4000
6000
8000
10000
12000
Montreal en Lumiere
Carnaval de Quebec
Fes:val du Voyageur
Wintercity Winterlude
COMPETITOR COMPARISON (TWITTER “FOLLOWERS” & FACEBOOK “LIKES”)
TwiXer