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The evaluation utilized survey responses and Facebook Insights data to analyze the performance of the Ontario Power Generation Winter Festival of Lights Facebook page over its 33rd season. The results showed that the page's largest increase in likes occurred in November during the Opening Ceremonies, indicating it is a major draw. Survey respondents wanted to see more content about this event. Additionally, increasing photos and videos on the page would be beneficial. The typical user is a female aged 25-44 living in Niagara who rates the page favorably.
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Poster Final
- 1. Implications The results of this evaluation can be very useful to the Ontario Power Generation Winter Festival of Lights when developing their social media plan for the upcom- ing 33rd season. The largest increase in the number of lifetime ‘likes’ the Page had received occurred in the month of November, which is when the Opening Cere- monies takes place. This suggests the Opening Ceremo- nies is a very large draw to the Page, which is further validated by approximately half of survey respondents indicating they wished to see more content around this event. Additionally, the results indicated that an in- crease in the amount of pictures and videos posted to the page will be beneficial to the Facebook perfor- mance as well. Methodology This evaluation utilized both the Insight data from the Ontario Power Generation Winter Festival of Lights Facebook page, as well as a survey created to gather participant input. The survey was posted to the Page in order to ensure that only Page users completed the sur- vey in order to not skew the results. The survey was completed in an anonymous manner, to ensure partici- pants were comfortable answering the survey honestly. The performance of the Facebook page was closely monitored throughout the season and Facebook Insight data was collected and organized into in-depth monthly reports. This information was all compiled into the final evaluation, giving results both from survey answers and actual page performance. ResultsIntroduction Marketing is an essential component of recreation- al programming. It allows programmers the oppor- tunity to stay informed on participants needs, prefer- ences and habits (Rossman & Schlatter, 2011). Social media is a unique marketing tool, in that it easily al- lows instant participant feedback (Weng & Menczer, 2015). This evaluation investigates the performance of the Ontario Power Generation Winter Festival of Lights Facebook Page. The results will benefit the organization by revealing how people use and inter- act with the page and where the page’s strengths and weaknesses lie. The results will be used to assist in modifying the content posted to the page in such a way that it is more appealing to fans. Overview The Ontario Power Generation Winter Festival of Lights has been an important cultural aspect of the Niagara Region for 32 seasons. It has been recog- nized as an Ontario Festival of Distinction by Festivals & Events Ontario and has been included in Canada’s 10 Most Festive Christmas Cities by Readers Digest. The festival plays an important role in the field of community recreation because it utilizes all aspects of the community in order to be successful including local business for sponsorship and resources and community members for volunteers. The festival wel- comes in all members of the community to witness and partake in the festival’s events, helping to foster a local sense of pride in the community. The results from the survey, when combined with the information from the Facebook Insight Reports provided a wide array of valuable in- formation. Demographically, the results indicated that the typical page user is female, 25 to 44 years old and living within the Niagara region. When asked to rate the Facebook Page, 73% of respondents rate the page ‘Very Good’. 93.75% of respondents indicated they had utilized the Facebook Page to view pictures and videos posted to the page, making it the most popular feature and draw to the page. The total lifetime ‘likes’ of the Page increased each month during the evaluation period, indicat- ed page ‘likes’ are on an upward trend. The largest jump was during the month of November, which is when the Festival’s Opening Ceremonies took pace. The graphs above show an illustrated example of a sampling of results found from the evaluation.