Metrics Maze AssignmentDerek Wilson

Sentiment - Twitter

-With 42 neutral tweets, 1 positive and 0 negative, @imcslc is going in the right direction, but is not quite there as a digital brand. It is obvious that the attitude toward the brand is neutral- More interaction from the @imcslc account is needed to start more conversations in order to get the positive mentions up.-If teachers use the @imcslc account to post, rather than their personal ones, the passion score will rise. This is a score based on the number of unique users the account has. The less users talking more, the higher the passion will be. Words like “great” “awesome” “cool” will also help to raise the passion score- The hashtag (#imcslc) seems to get more mentions than the account. Deciding which one is more important to the brand is extremely important for metrics

Sentiment – imcslc YouTube

-Plain and simple, more attention needs to be paid to the imcslc Youtube channel. - There have only been 10 videos uploaded to this point, the last one coming four months ago.-About 93 people view each video on average, which means that more promotion of the videos is needed. Mentioning the videos on Facebook and Twitter are good ways to start promoting.

Sentiment – imcslc Facebook Page-The imcslc Facebook page seems to be the hub of the conversation that

is going on between students and teachers.-The 222 likes show that the page far outreaches the people that are currently involved with the program.-The 88 people involved in the conversation shows that there is talk going on, most likely within the program. The attitude seems to be positive, as everyone that posts something is attempting to learn something.

Influencer - Twitter-Three of the top five users of the hashtag (#imcslc) are teachers in the program. This is not a big issue, as the teachers are the ones who ultimately sell the program and are the ones who are supposed to drive the conversation.-The other side to this coin is that #imcslc seems to get a lot of mentions. The past 85 tweets (as of making this slide) have been tweeted by 25 different people. The influence for #imcslc is spread out and could change daily, which is what the goal should be.

Influencer – Twitter Graph

Top #imcslc Users (Past 85 Tweets)

Influencer - Youtube-Due to the fact that there is little use on the Youtube channel, influencers for this were hard to find.-As part of the assignment, the second and third year students should upload their videos to the YouTube channel. This will create higher traffic and will for some analysis into how well it is working- More subscriptions are needed for the site to be considered a success. Subscribers come with content. If you build it, they will come.

Influencer – imcslc Facebook Page

- Given that the average “liker” of the imcslc Facebook page is a student within the program, one would expect them to have the highest influence on the page. Wrong. The imcslc account has by far the most posts to the page. The account is used by teachers of the program, meaning that they are driving the conversation here as well.- On the right are the top influencers according to klout.com. The top two are avid bloggers within the market industry and one is our teacher. This information tells me that content is being curated from the bloggers and that teachers are controlling what is being said.

Volume - Twitter

- The use of #imcslc outweighs the mentioning of @imcslc (graphs on next slide) This has to mean that people are attempting to start a conversation rather than simply get answers. This is an interesting trend and a comment on the nature of social media. Even though the person will eventually find the answer to their question, they would rather take time to talk on Twitter about it than go to Google and get the answer immediately.- The top users of #imcslc are teachers and students within the program. This means that theacher are attempting to promote their course material to their students and the students are continuing the conversation.

Tweets By Volume - #imcslc

Tweets By Volume - @imcslc

Volume - YouTube-As mentioned earlier, there is not a lot of action going on with the imcslc YouTube channel. There are 10 videos uploaded and the last new one came in July of this year.-If there is desire to use YouTube as a promotion tool for the program, more content is needed in order to get by. Video would have a large influence on high school student that are interested in attending the IMC program at St. Lawrence.

Volume – imcslc Facebook Page

-The imcslc Facebook Page gets a lot of traffic daily. Even though the bulk of the content is coming from the imcslc account, the reach of the content is large. There are frequent “likes” and comments from graduates of the program. This illustrates the fact that you never really leave imc@slc.

- Students post daily as well, whether it is an article that they have read or an info-graphic they stumbled over while surfing the internet.

- One thing that I would like to personally see is more promotion of student blogs or articles. Showing off the quality of work that students do is vital in gaining future students.

Content – Twitter and Facebook

- The content that is being posted on the @imcslc Twitter account and the imcslc Facebook page is similar. Mostly, the content consists of articles that relate to the content taught in classes along with job postings and conversations pertaining to various projects.-Due to the fact that on Twitter you can only use 140 characters in each post, the content on Facebook is more detailed and in depth. -In terms of presentation, Facebook is much more aesthetically appealing. Twitter is usually just a caption with a link attached, whereas Facebook can have an entire paragraph explaining the upcoming content and it will be accompanied by a picture or the video that is being viewed.

Great content…not that fun to look at

Still great content….much easier to look at.

Benchmark Analysis.-@imcslc has a few more followers than the imcslc Facebook page does ‘likers’, but essentially both are used equally. The fact that Twitter is only 140 characters (its quick and simple) might have some effect on which platform is used more however.- The fact that only 88 people are active in the conversation on Facebook and that 25 people have tweeted the previous 85 tweets shows that the conversation is really only taking place between those involved with the program.- Humber’s Marketing program also has a Facebook page, but it seems to be very similar to the imcslc one. That says that imcslc is not behind the times. In fact, they may be ahead, as many of the other colleges either do not have a Facebook page or it is too hard to find.

Humber Marketing’s Facebook Page

In conclusion-The imcslc digital brand is strong. There is conversation about recent trends and marketing topics between students and teachers, allowing both groups to become better marketers. People involved in the conversation are smart and tend to know what they are talking about. The biggest problem is that there are too many topics being discussed too briefly. Everyone seems to want to have the next best article or stat to talk about, which is not a bad thing because the industry changes at a frighteningly fast pace. However, my concern is that important topics are not being understood or thought about as deeply as they should. I would like to see more debate about why these topics work or do not work.

- A decision needs to be made as to whether the YouTube channel is going to continue being a medium that is used. The idea is there, but its is not being executed. Using the student produced videos each semester is a place to start, if it is to continue.

-I used tweetarchivist.com and socialmention.com to get my stats for analysis. Thank you to those two websites.