national capital commission - winter event social / mobile / web analysis
TRANSCRIPT
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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
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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.
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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
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www.canadascapital.gc.caAll 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 + sourcesSite Usage
Visits1,111,193% of Site Total: 100.00%
Pages/Visit2.61Site Avg: 2.61 (0.00%)
Avg. Time on Site00:03:01Site Avg: 00:03:01 (0.00%)
% New Visits49.52%Site Avg: 49.38% (0.29%)
Bounce Rate55.03%Site Avg: 55.03% (0.00%)
Source/Medium Source Visits Pages/Visit Avg. Timeon Site
% NewVisits
BounceRate
(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
1 Google Analytics
WEB ANALYTICS (canadascapital.gc.ca)
SOCIAL MEDIA INBOUND WEB REFERRAL RANKS Facebook: 3 Twi>er: 31 Facebook Apps: 18
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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)
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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
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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)
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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
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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.
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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
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RADIAN6 KEYWORDS
• NCC BRANDED KEYWORDS: Winterlude, Bal de Neige, Foie Gras
• COMPETITOR KEYWORDS: Carnaval de Quebec, Montreal en Lumiere, Wintercity, Fes:val du Voyageur
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COMPETITOR SOCIAL MEDIA METRICS
High Level Overview Metrics:
VOLUME – SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE
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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
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FESTIVAL DE VOYAGEUR Top Men:oned Keywords
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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
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MONTREAL EN LUMIERE Top Men:oned Keywords
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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
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WINTERCITY Top Men:oned Keywords
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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
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CARNAVAL DE QUEBEC Top Men:oned Keywords
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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
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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
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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
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TOP MENTIONED KEYWORDS BY TREND
December 14
January 11
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TOP MENTIONED KEYWORDS BY TREND
February 12
February 19
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Dec 14
WINTERLUDE TOP INFLUENCERS (Twi>er Followers)
25
0 200 400 600 800
Mosaika
Winterlude
TwiWer Followers
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WINTERLUDE TOP INFLUENCERS (facebook likes)
Top “Liked” Blogs 1) Algonquinphotography.blogspot.com 2) Fullcomment.na:onalpost.com 3) Veganmainstream.com
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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
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0 10,000 20,000 30,000 40,000 50,000
MOSAIKA
WINTERLUDE
Video Views
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TOP MENTIONED ENGLISH WORDS (Winterlude Conversa:on Cloud)
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TOP MENTIONED FRENCH WORDS (Winterlude Conversa:on Cloud)
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FOIE GRAS OVERVIEW
Metrics Explored
VOLUME -‐ SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE – KEYWORDS – TRENDING CONVERSATION HIGHLIGHTS
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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%
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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”
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TOP MENTIONED ENGLISH WORDS (Foie Gras Conversa:on Cloud)
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TOP MENTIONED FRENCH WORDS (Foie Gras Conversa:on Cloud)
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COMPETITOR COMPARISON
High Level Comparison Metrics:
VOLUME – SENTIMENT – LANGUAGE – VOLUME BY MEDIA TYPE
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14000
Montreal en Lumiere
Carnaval de Quebec
Fes:val du Voyageur
Wintercity Winterlude
COMPETITOR COMPARISON (VOLUME)
Volume
4TH 3RD 2ND
5TH
1ST
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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
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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)