Met rics Maze Case Study , 2012 sd ay November 27Jesse Whale Tue
T ools Used● Social Mention● Klout● Tweet Archivist● General Observation
ent Analys is: Twitter Sentim 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. Thismeans that the majority of the tweets that use the hashtag are neutral.These neutrals can be turned into positives by generating tweets thathighlight the brand, such as tweeting about how awesome class was todayand why! Again, a 0% negative shows that our tweeters are focusing on thepositive, and representing the brand well.@IMCSLC: 1% positive, 0% negative, and 42% neutral with a 1:0 sentimentratio. Similar to the use of the IMCSLC hashtag, the Twitter account also has alot of neutral tweets. However, the positive percentage is only 1% above thenegative. @IMCSLC could improve this percentage through using more positivewords more often such as good, or great.
ent Analys is: YouTube Sentim 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 3:0sentiment ratio. Seeing no negative sentiments is good for the brand. Anotherpositive is that when searching for IMC SLC on Social Mention, the studentvideos come up which looks good for the brand as well.
t Analysis: Facebook Sentimen 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 novisible ratio. Just like my thoughts on improving Twitter, the Facebookaccount could increase positive sentiment by sharing and posting morecontent with keywords that are positive.
cer Analys is: Twitter Influen 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 JimElyot, Kathy Patterson, and Tanya Trombetta. We can take advantage of thisby retweeting the top users and mentioning them in our own tweets to ensurethey continue they are connected with the hashtag.@IMCSLC: Top users by tweet count who tweet at the IMC SLC account includeDerek Wilson, Joshua Harston, and Andralyn LaFramboise. After checking myown accounts on Twitter Archivist, I noticed that the top users were peoplewho recently interacted with me, meaning the "top users" isnt completelyaccurate for an overall look. In order to keep up to date with who the topinfluencers are, the stats should be checked weekly and continue to engagewith these specific users. *The following slides have images that depict these results*
r Analysis: Facebook InfluenceVia Facebook, Klout & YouTubeFacebook: The average age of an IMC SLC Facebook fan isbetween the ages of 18 and 24, with Kingston as the mostpopular location. We can determine through posts andlogistics that professors and students are the key contentcurators and users of this page, and thus the brand cancontinue to engage students through relevant posts andcurated content. According to Klout, the IMC SLCFacebook Page is influenced by Seth Godin, Mark Shaefer,Junta42 CMI, and our own Lindsey Fair.
cer Analys is: YouTube Influen Via YouTube Channel ResearchYouTube: Unfortunately, there arent any influencers are the IMCSLC YouTubechannel. There arent any comments on videos, and the last one was posted inJuly of this year. It would be more evident if the brand used the channelmore often. An idea would be to post vlogs monthly and encourage shares onthe IMCSLC Facebook, Twitter, and website channels.
ume Analys is: Twitter Vol 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 usedat a steady rate throughout last week with a skyrocketing number on Fridaythe 23rd, a big decrease on the Saturday, and back up again on Sunday. Thesemetrics are helpful because we can search #IMCSLC on Twitter to see what allthe commotion was on Friday and potentially act on these results in thefuture.@IMCSLC: In comparison to the hashtag, the twitter handle wasnt mentionednearly 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 mentionsthe brand and what they were inquiring about. This information would assistin determining why mentions were so low, and what people were inquiringabout last week. * The following slides have images that depict these results*
e Analysis: Facebook VolumVia Facebook SearchIMCSLC Facebook Page: Since the pagewas created in March 2012, it appearsthat there is constant interaction,engagement, and content curation.Users include current students,sometimes alumni, and most commonlyprofessors. Likes, comments, and postsare happening daily, which proves thatthe volume of Facebook posts arereaching its target.
ume Analys is: YouTube Vol Via YouTube ResearchIMCSLC YouTube: Its obvious that with the most recent post being over 4months ago, that the YouTube channel doesnt have any current volume. Withthat said, their total video count is 10, and the most views were 540 - a videothat was posted 7 months ago.
tent Analys is: Twitter Con 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 frequentlyused words are currently media, students, mobile, and Trend Talk. This ispositive because all of these words are associated with the program andwhats relevant right now. This analysis is a good way to demonstrate tofollows what type of activities and content takes place around IMCSLC.@IMCSLC: The most popular hashtag associated with @IMCSLC is #IMCSLC. Themost frequently used words are currently Marketing, OCMC, Team and Gold.This is positive because its evidence that our #IMCSLC hashtag is usedproperly, and the frequent words highlight our recent success at OCMC. *The following slide has visuals to depict these results*
nt Analysis: Facebook Conte 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 SLCFacebook Page are: IMCSLC, Video, Center, and Greg. Just like Twitter, thesekeywords also relate to the program and indicate some specific areas ofinterest. This is positive because it highlightssome main features of our program such as thecourse acronym, a major course such as video,and the Greg Awards. The rest of the contenton Facebook includes valuable content that has been curated to relate to ourcourse.
Benchma rk Analysis Via Twitter, Facebook, and YouTube Research for Durham, Loyalist, and HumberTwitter: Searching for advertising programs on Twitter from the above threeschools provided no results other than a generic Twitter account for HumberCollege.Facebook Page: Searching through Facebook provided the same results withno specific pages dedicated to the course.YouTube: Searching for YouTube also provided that there were no courserelated videos for either of the schools mentioned above.This information gives IMC SLC an upper hand as they are continuously activeon their Social Media channels and keep their viewers up-to-date with whatshappening in the program and community.
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