National Capital Commission - Winter Event Social / Mobile / Web Analysis

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National Capital Commission - Winter Event Social / Mobile / Web Analysis

  1. 1. 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  
  2. 2. EXECUTIVE  SUMMARY   NCC  web  analy:cs  were  collected  for  Dec  1,  2010  though  to  Mar  1,  2011  and  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  we  can  conclude  no:ons  such  that  even  though  TwiWer  is  the  most  popular  form  of  communica:on  (54%)  around   Winterlude  men:ons,  Facebook  and  organic  search  are  what  bring  people  to  the  website  –  twiWer  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  Plaborm  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   aWen:on.     Radian6  calculated  the  most  influen:al  TwiWer  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  
  3. 3. 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   3  
  4. 4. 4   www.canadascapital.gc.ca All Traffic Sources Dec 1, 2010 - Mar 1, 2011 Comparing to: Site 0 20,000 40,000 0 20,000 40,000 Dec 6 Dec 14 Dec 22 Dec 30 Jan 7 Jan 15 Jan 23 Jan 31 Feb 8 Feb 16 Feb 24 Visits All traffic sources sent 1,111,193 visits via 1,988 sources and mediums + sources Site Usage Visits 1,111,193 % of Site Total: 100.00% Pages/Visit 2.61 Site Avg: 2.61 (0.00%) Avg. Time on Site 00:03:01 Site Avg: 00:03:01 (0.00%) % New Visits 49.52% Site Avg: 49.38% (0.29%) Bounce Rate 55.03% Site Avg: 55.03% (0.00%) Source/Medium Source Visits Pages/Visit Avg. Time on Site % New Visits Bounce Rate (direct) / (none) (direct) 701,689 2.22 00:02:40 51.67% 61.16% google / organic google 301,856 3.39 00:03:14 40.16% 43.29% facebook.com / referral facebook.com 15,188 2.01 00:05:50 72.00% 63.80% canadascapital.gc.ca / referral canadascapital.gc.ca 10,737 2.63 00:07:53 78.89% 53.53% bing / organic bing 10,174 4.11 00:03:33 56.17% 30.53% yahoo / organic yahoo 7,011 3.89 00:03:24 50.93% 33.05% ncc / cpc ncc 3,437 2.51 00:02:35 18.62% 59.50% ottawastart.com / referral ottawastart.com 3,300 3.65 00:03:30 83.58% 25.58% capitaleducanada.gc.ca / referral capitaleducanada.gc.ca 2,812 2.96 00:17:52 40.79% 51.32% winterlude.ca / referral winterlude.ca 2,748 3.69 00:04:08 59.61% 29.55% 1 - 10 of 1,988 WEB  ANALYTICS   (canadascapital.gc.ca)   SOCIAL  MEDIA  INBOUND  WEB  REFERRAL  RANKS     Facebook:  3     Twi>er:  31     Facebook  Apps:  18  
  5. 5. WEB  INSIGHTS   (BASED  ON  ANALYTICS)   REFERRALS   •  91%  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  ranks  31st  for  referred  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)   5  
  6. 6. 6   0   2000   4000   6000   8000   10000   12000   14000   11-­‐Jan-­‐15   18-­‐Jan   25-­‐Jan   8-­‐Feb   15-­‐Feb   22-­‐Feb   1-­‐Mar   8-­‐Mar   15-­‐Mar   MOBILE   Winterlude  Ac_va_ons   Canal   Winterlude   Skateaway   available   WLv1.2  update   MOBILE  ANALYTICS   Winterlude     7,202   Canal   4,945   Ac_va_ons     12,782   Winterlude   available   WLv1.1  update   Skateaway   v1.1  available  
  7. 7. 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)     7   0   2000   4000   6000   8000   10000   12000   14000   11-­‐ Jan 18-­‐ Jan   25-­‐ Jan   8-­‐ Fe 15-­‐ Fe 22-­‐ Fe 1-­‐ Ma 8-­‐ Ma 15-­‐ Ma MOBILE   Winterlude   Ac_va_ons   Canal   Winterlude   Mar:n  Picard  and   Foie  Gras  trending  
  8. 8. RADIAN6   •  The  Radian6  soaware  pulls  in  social  media-­‐specific  sites  by  using  a  special   mixture  of  RSS  feeds,  proprietary  crawlers,  and  access  to  APIs  like  Twi>er   •  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.     8  
  9. 9. 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  senng  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   9  
  10. 10. RADIAN6  KEYWORDS   •  NCC  BRANDED  KEYWORDS:  Winterlude,  Bal  de  Neige,  Foie  Gras   •  COMPETITOR  KEYWORDS:  Carnaval  de  Quebec,  Montreal  en   Lumiere,  Wintercity,  Fes:val  du  Voyageur   10  
  11. 11. COMPETITOR  SOCIAL  MEDIA  METRICS     High  Level  Overview  Metrics:     VOLUME  –  SENTIMENT  –  LANGUAGE  –  VOLUME  BY  MEDIA  TYPE   11  
  12. 12. FESTIVAL  DE  VOYAGEUR  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   1,097  Posts   Sen_ment   90%  Posi:ve   Language   77.8%  English   TwiWer   47%   Blogs   22%   Facebook   20%   Comments   2%   Images   4%   Forums   2%   Videos   1%   News   2%   Fes_val  de  Voyageur  Volume  by  Media  Type   12  
  13. 13. FESTIVAL  DE  VOYAGEUR   Top  Men:oned  Keywords   13  
  14. 14. MONTREAL  EN  LUMIERE  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   162  Posts   Sen_ment   99%  Posi:ve   Language   59.3%  English   TwiWer   53%   Blogs   16%   Facebook   18%   Comments   1%   Images   2%   Forums   1%   Videos   8%   News   1%   Montreal  en  Lumiere  Volume  by  Media  Type   14  
  15. 15. MONTREAL  EN  LUMIERE     Top  Men:oned  Keywords   15  
  16. 16. WINTERCITY  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   75  Posts   Sen_ment   84.6%  Posi:ve   Language   98.7%  English   TwiWer   31%   Blogs   48%   Facebook   3%   Images   15%   Forums   1%   Videos   1%   News   1%   Wintercity  Volume  by  Media  Type   16  
  17. 17. WINTERCITY   Top  Men:oned  Keywords   17  
  18. 18. CARNAVAL  DE  QUEBEC  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   383  Posts   Sen_ment   88.6%  Posi:ve   Language   71.8%  English   TwiWer   17%   Blogs   58%   Facebook   11%   Images   4%   Forums   0%   Videos   9%   News   1%   Carnaval  de  Quebec    Volume  by  Media  Type   18  
  19. 19. CARNAVAL  DE  QUEBEC     Top  Men:oned  Keywords   19  
  20. 20. 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   20  
  21. 21. WINTERLUDE  /  BAL  DE  NEIGE  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   12,589  Posts   Sen_ment   85.8%  Posi:ve   Language   95.5%  English   TwiWer   54%   Blogs   15%   Facebook   11%   Comments   6%   Images   6%   Forums   4%   Videos   3%   News   1%   Winterlude  /  Bal  de  Neige  Volume  by  Media  Type   21  
  22. 22. WINTERLUDE  MENTIONS  TRENDING  OVER  TIME   December  11   • Winterlude  looking  for  extra   funding   • NCC  Announces  Winterlude   Programming   • Top  10  AWrac:ons  in  OWawa   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   22  
  23. 23. TOP  MENTIONED  KEYWORDS  BY  TREND     December  14   January  11   23  
  24. 24. TOP  MENTIONED  KEYWORDS  BY  TREND     February  12   February  19   24  
  25. 25. Dec  14   WINTERLUDE  TOP  INFLUENCERS   (Twi>er  Followers)   25   0   200   400   600   800   Mosaika   Winterlude   TwiWer  Followers  
  26. 26. WINTERLUDE  TOP  INFLUENCERS   (facebook  likes)   Top  “Liked”  Blogs   1)  Algonquinphotography.blogspot.com   2)  Fullcomment.na:onalpost.com   3)  Veganmainstream.com   26  
  27. 27. 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   27   0   10,000   20,000   30,000   40,000   50,000   MOSAIKA   WINTERLUDE   Video  Views  
  28. 28. TOP  MENTIONED  ENGLISH  WORDS     (Winterlude  Conversa:on  Cloud)   28  
  29. 29. TOP  MENTIONED  FRENCH  WORDS     (Winterlude  Conversa:on  Cloud)   29  
  30. 30. FOIE  GRAS  OVERVIEW   Metrics  Explored   VOLUME  -­‐  SENTIMENT  –  LANGUAGE  –  VOLUME  BY  MEDIA  TYPE  –  KEYWORDS  –  TRENDING  CONVERSATION  HIGHLIGHTS   30  
  31. 31. FOIE  GRAS  SOCIAL  MEDIA  OVERVIEW,  DEC  1,  2010  –  MARCH  1,  2011   Volume   1,021  Posts   Sen_ment   36.6%  Posi:ve   Language   94.8%  English   Foie  Gras  Volume  by  Media  Type   31   TwiWer   27%   Blogs   11%   Facebook   2%   Comments   59%   Forums   1%  
  32. 32. FOIE  GRAS  MENTIONS  TRENDING  OVER  TIME   CBC:  Chef  Out  Aaer  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  poliBcally  correct  decide  menus  we  are   in  desperate  trouble”   32  
  33. 33. TOP  MENTIONED  ENGLISH  WORDS     (Foie  Gras  Conversa:on  Cloud)   33  
  34. 34. TOP  MENTIONED  FRENCH  WORDS     (Foie  Gras  Conversa:on  Cloud)   34  
  35. 35. COMPETITOR  COMPARISON   High  Level  Comparison  Metrics:     VOLUME  –  SENTIMENT  –  LANGUAGE  –  VOLUME  BY  MEDIA  TYPE   35  
  36. 36. 36   0   2000   4000   6000   8000   10000   12000   14000   Montreal  en   Lumiere   Carnaval  de   Quebec   Fes:val  du   Voyageur   Wintercity   Winterlude   COMPETITOR  COMPARISON     (VOLUME)       Volume   4TH   3RD   2ND   5TH   1ST  
  37. 37. 37   75%   80%   85%   90%   95%   100%   105%   Montreal  en   Lumiere   Carnaval  de   Quebec   Fes_val  du   Voyageur   Wintercity   Winterlude   COMPETITOR  COMPARISON     (SENTIMENT)   1ST   5TH   2ND   3RD   4TH  
  38. 38. 38   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)  

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