digitalMass

2015 CYBER SECURITY REPORT

Overview

Social Media

Blog

Website

Billboards

Eventbrite

Twitter

Facebook

Videos

Microsite BillboardLocations

InfographicsEvent

AnimatedVideos

Tweets FacebookPosts

BlogPosts

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October is National Cyber Security Awareness Month. In an e�ort 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:

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Billboards

Throughout the month of October around the world, there were more than 187,000 mentions and 28million 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 #cybersecuritycyber security awareness month

Oct. 5

Seach Terms

Word Cloud

Overall Sentiment

Gender Distribution

40M

20M

Oct. 12 Oct. 19

2015Cybersecurity

onlineBusiness

Oct

ob

erle

arn

internet

risk

safe

NationalCyber

187k Mentions

151k Tweets

18k Mentions

7.2k Mentions

4.8k Mentions

10k Shares

4.6k Likes

64k Retweets

28M Avg. Daily

Impressions

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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 167,000impressions. Each account saw an increase of followers in response to the cyber security content we created.

Twit

ter

# of Tweets

Impressions

EngagementRate

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%

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Facebook is a social mediaplatform that is known for its high engagement rate among users. Although our Facebook account was only launched in August, the cyber securitycontent 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 Facebookcontent generated a higher rate of positive sentiments (37%) than the topic did globally on social media (13%).

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FEMALE

63%MALE

37%Gender Distribution

+8.32%Page Likes

Oct. 6

3K

Oct. 16 Oct. 26

736 Avg. Daily

Rveach

13 Posts 217 Shares

117 Likes

negative

4%neutral

59%positive

37%

Overall Sentiment

5% Engagement

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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 inour user-friendly URL.

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How Strong Are Your Passwords?

Where’s My Data? Don’t Ignore MobileUnderstand Malware

3,846 Pageviews

Cyber SecurityBlog Posts

27.8% 24.7%

43.6%

3.8%

MassIT BlogTotal Pageviews

Blog PageviewTra�c Sources

Source: Google Analytics – October 2015

Referral Tra�c

Organic Tra�c

Direct Tra�c

Social Media Hyperlinks

Google Search

URL Input

1.19%

11.7%

79.2%

66.2%

/cyber-security/3,846 Pageviews

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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 cybersecurity tips provided by MassIT and encourage more engagement with the content.

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Cyber Security Landing Page

Oct. 2014100%

Oct. 2015

Oct. 2015

Oct. 2015

Web

site

Pageviews

Entrances

Avg. Timeon 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 DigitalMasscreated 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%

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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 BillboardsGeolocation Map

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In addition to web and social content, DigitalMass createddigital billboards to promote the campaign across Massachusetts through the state-run MassDOT PSA billboard program.

Two billboard graphics weredisplayed at 87 locations for a total of 423.33 hours, gaining a combined total of 152,400 views throughout the month.

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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 monitorinterest in the event, and promoted it through social media and email outreach. The event page gained more than 500 pageviews, and129 people signed up through the platform. The event was a success, with more than 200 attendees.

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Boston, MA | Gardner AuditoriumOctober 7, 2015 | Wednesday8:30 a.m. to 12:30 p.m. (EDT)

Connect With Care: Cyber SecurityAwareness Day in Massachusetts

516 Pageviews129 Tickets Sold

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