DigitalMass helped create a multi-channel cyber security awareness campaign for MassIT that included social media posts, blog articles, videos, billboards, and an event. Through 232 tweets, 13 Facebook posts, 4 blog articles, and 87 billboard displays across Massachusetts, the campaign saw over 28 million average daily social media impressions and helped double website traffic for cyber security information compared to the previous year.

1. digitalMass
2015 CYBER SECURITY REPORT
Overview
Social Media
Blog
Website
Billboards
Eventbrite
Twitter
Facebook
Videos

2. Microsite Billboard
Locations
InfographicsEvent
Animated
Videos
Tweets Facebook
Posts
Blog
Posts
OverviewCYBERSECURITY2015
1
October is National Cyber Security Awareness Month. In an effort to spread
awareness and provide cyber safety tips and government insights to the
public, DigitalMass helped create a content strategy to promote MassIT’s
annual campaign.
The Cyber Security Campaign included:
1 87
4 4
71
232 13

3. CYBERSECURITY2015SocialMedia
Billboards
Throughout the month of October
around the world, there were more
than 187,000 mentions and 28
million average daily impressions on
social media for search terms related
to cyber security.
DigitalMass capitalized on this global
trend, using top-performing social
media channels such as Twitter and
Facebook to increase awareness of
the Cyber Security Campaign.
FEMALE
28%
negative
3%
neutral
84%
MALE
72%
positive
13%
#massitcyber #cyberaware #cybersecurity
cyber security awareness month
Oct. 5
Seach Terms
Word Cloud
Overall Sentiment
Gender Distribution
40M
20M
Oct. 12 Oct. 19
2015
Cybersecurity
online
Business
October
learn
internet
risk
safe
NationalCyber
187kMentions
151kTweets
18kMentions
7.2kMentions
4.8kMentions
10kShares
4.6kLikes
64kRetweets
28MAvg. Daily
Impressions
2

4. CYBERSECURITY2015
DigitalMass sent out 232 tweets
through three Twitter accounts,
including our @MassGov handle,
and coordinated shares between
them to amplify the messaging
and gain more than 167,000
impressions. Each account saw an
increase of followers in response
to the cyber security content we
created.
Twitter
# of Tweets
Impressions
Engagement
Rate
Retweets
Likes
URL Clicks
Media Views






 11
34,299
.5%
32
21
36
923
@MassGov
57
36,677
.68%
49
41
62
411
@MassachusettsIT
164
96,111
.95%
143
95
188
795
@MassCyberAlerts
232
167,087
.71%
224
157
286
2,129
TOTAL
+2.76% +4.23% +15.71%
Followers
Followers
Followers
1,040
3

5. CYBERSECURITY2015
Facebook is a social media
platform that is known for its
high engagement rate among
users. Although our Facebook
account was only launched in
August, the cyber security
content we pushed out through
the platform inspired a 5%
engagement rate, was shared
217 times, and was liked 117
times in October alone. This
content also helped increase
our page likes by +8.32% in that
time.
The statistics show that our
cyber security Facebook
content generated a higher rate
of positive sentiments (37%)
than the topic did globally on
social media (13%).
Facebook
FEMALE
63%
MALE
37%Gender Distribution
+8.32%Page Likes
Oct. 6
3K
Oct. 16 Oct. 26
736Avg. Daily
Rveach
13 Posts 217 Shares
117 Likes
negative
4%
neutral
59%
positive
37%
Overall Sentiment



5% Engagement
4

6. CYBERSECURITY2015
DigitalMass published four blog
posts about cyber security on
the MassIT blog.
The four posts boosted cyber
security to the most popular
category on the MassIT blog,
accounting for 79.2% of the
total pageviews in October.
In that time, 66.2% of the users
visiting the MassIT blog found
it through social media, and
11.7% found it by typing in
our user-friendly URL.
Blog
How Strong Are Your
Passwords?
Where’s My Data? Don’t Ignore MobileUnderstand Malware
3,846
Pageviews
Cyber Security
Blog Posts
27.8%
24.7%
43.6%
3.8%
MassIT Blog
Total Pageviews
Blog Pageview
Traffic Sources
Source: Google Analytics – October 2015
Referral Traffic
Organic Traffic
Direct Traffic
Social Media Hyperlinks
Google Search
URL Input
1.19%
11.7%
79.2%
66.2%
/cyber-security/
3,846 Pageviews
5

7. CYBERSECURITY2015Videos
Secure Your Network Consider the Cloud
Don’t Ignore MobileThink About Paper
To supplement the cyber security
blog posts, the DigitalMass team
created four original animated
videos to visualize the cyber
security tips provided by MassIT
and encourage more engagement
with the content.
6

8. CYBERSECURITY2015
Cyber Security
Landing Page
Oct. 2014
100%
Oct. 2015
Oct. 2015
Oct. 2015
Website
Pageviews
Entrances
Avg. Time
on Page
October 2015 vs October 2014 Comparison
Out of the 4,710 pageviews the
MassIT cyber security website
received, 14.06% came from the
landing page DigitalMass
created and promoted.
Compared to October of 2014,
the cyber security website saw
more than double the amount
of pageviews and entrances,
and users were able to find
what they were looking for
faster.
Source: Google Analytics – October 2014 & October 2015
4,710
Pageviews
14.06%
Cyber Security
Website
+166.94%
+136.65%
-26.62%
7

9. CYBERSECURITY2015
Source: MassDOT PSA Proof-of-Play Report – October 2015
Exposure
77,812
74,588
152,400 423.33
216.14
207.19
Hrs Displayed
87 MassIT Billboards
Geolocation Map
+
=
+
=
In addition to web and social
content, DigitalMass created
digital billboards to promote the
campaign across Massachusetts
through the state-run MassDOT
PSA billboard program.
Two billboard graphics were
displayed at 87 locations for a
total of 423.33 hours, gaining a
combined total of 152,400 views
throughout the month.
Billboards
8

10. CYBERSECURITY2015
As a part of the Cyber Security
Campaign, MassIT also hosted a
half-day event for Cyber Security
Awareness Day.
DigitalMass set up an Eventbrite
page to publicize and monitor
interest in the event, and promoted
it through social media and email
outreach. The event page gained
more than 500 pageviews, and
129 people signed up through the
platform. The event was a success,
with more than 200 attendees.
Eventbrite
Boston, MA | Gardner Auditorium
October 7, 2015 | Wednesday
8:30 a.m. to 12:30 p.m. (EDT)
Connect With Care: Cyber Security
Awareness Day in Massachusetts
516 Pageviews129 Tickets Sold



9