social media day case study
TRANSCRIPT
Maggie Hughes Mashable’s Social Media Day
Twin Cities Case Study
Mashable’s Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. This year, The Social Lights are going to be the organizers for Social Media Day Twin Cities.
I volunteered to organize Social Media Day Twin Cities. My challenge was to create an event or a campaign that enticed people to share their love for Minneapolis and/or Saint Paul organically through social media.
Then the #MPLSIs + #STPIs Campaign was born. This campaign invited people to share pictures and videos about Minneapolis and Saint Paul using #MPLSIs or
Our Goals were to get Minneapolis Mayor R.T. Rybak and Saint Paul Mayor Chris Coleman to declare June 30th as Social Media Day in their respective cities. We also wanted to reach influential Minnesotan bloggers and community managers and encourage them to participate in the campaign.
The Plan: I drafted letters to Mayor Rybak and Coleman for proclaimations. Then I wrote blog posts about the campaign and contacted influencers in The Twin Cities area and created the tumblr page Social Media Day Twin Cities.
The Social Lights® LLC 1000 LaSalle Avenue | Mail SCH 331 | Minneapolis, MN 55403
Mayor R.T. Rybak 350 S. 5th St., Room 331 Minneapolis, MN 55415 Phone: (612) 673-2100 Dear Mr. Mayor (aka @MayorRTRybak), Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. Our company, The Social Lights®, has taken the initiative as Mashable’s Social Media Day organizers to unite our city with the rest of the world in celebrating our social media connectedness. We respectfully ask that you proclaim Sunday, June 30, 2013 as Social Media Day in Minneapolis. As an avid social media user yourself (and the first mayor in the United States to use Twitter), you truly understand the importance of creating connections through social media. The City of Minneapolis uses social media platforms to engage constituents in a two-way conversation, distribute information, build civic pride, and connect members of our community each and every day. Advances in social media technology have allowed for Minnesotans to be as connected as ever, and you have grown to be our city’s foremost social media influence (yes we follow you on Twitter and giddily RT’d your crowd-surfing photo at the Trampled By Turtles concert at First Ave last year!). Minneapolis is home to some of the most innovative advertising and digital media agencies in the U.S., and we are proud to be located in the strongest creative community in the country. Social media is a large component of our industry and has allowed for many entrepreneurs, like us, to create jobs within the local economy. We started The Social Lights® after recognizing a need to help locally based companies such as 2 GINGERS® Whiskey, FINNEGANS, and Green Mill Restaurants grow their businesses through social media. Social Media Day will allow industry professionals and the public alike to celebrate the technology that connects families and friends, promotes innovation, and employs thousands of Minnesotans. We respectfully ask that you proclaim June 30, 2013 as Social Media Day in Minneapolis! Thank you,
Martha McCarthy and Emily Pritchard Co-Founders of The Social Lights, LLC
Letters to Minneapolis + St. Paul Mayors
The Social Lights® LLC 1000 LaSalle Avenue | Mail SCH 331 | Minneapolis, MN 55403
Mayor Chris Coleman 390 City Hall 15 W. Kellogg Blvd. Saint Paul, MN 55102 Phone: (651) 266-8510 Dear Mr. Mayor (aka @mayorcoleman), Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. Our company, The Social Lights®, has taken the initiative as Mashable’s Social Media Day organizers to unite our city with the rest of the world in celebrating our social media connectedness. We respectfully ask that you proclaim Sunday, June 30, 2013 as Social Media Day in Saint Paul. As an avid social media user yourself and the mayor of the “Most Livable City in America,” you truly understand the importance of creating connections through social media. The City of Saint Paul uses social media platforms to engage constituents in a two-way conversation, distribute information, build civic pride, and connect members of our community each and every day. Advances in social media technology have allowed for Minnesotans to be as connected as ever. Social media is a large component of our industry and has allowed for many entrepreneurs, like us, to create jobs within the local economy. We started The Social Lights® after recognizing a need to help locally based companies such as the University of St. Thomas, FINNEGANS, and Green Mill Restaurants grow their businesses through social media. Social Media Day will allow professionals and the public alike to celebrate the technology that connects families and friends, promotes innovation and employs thousands of Minnesotans. We respectfully ask that you proclaim June 30, 2013 as Social Media Day in Saint Paul. Thank you,
Martha McCarthy and Emily Pritchard Co-Founders of The Social Lights, LLC
How does one celebrate Social Media Day Twin Cities? Let us count the ways. Here are 7 Ways To Celebrate Social Media Day in Minneapolis and Saint Paul this Sunday, June 30th. While you’re out and about, share what #MPLSis and #STPis to you on Twitter and Instagram!
1. Social Media Sunday Funday on a PatioCelebrate Social Media Day on one of the Twin Cities best patios. Thrillist MSP has done the hard work for you, highlighting The 7 finest outdoor drinking spots in the Twin Cities. Instagram a pic of yourself on a patio!
2. Beer Dabbler at PrideTweet about the legalization of same-sex marriage in Minnesota and the repeal of DOMA while you toast at the Beer Dabbler during the pride festival. #MPLS isDabblin’
3. Music and MoviesGrab a spot at the Lake Harriet Bandshell and Vine the celtic sounds of Heritage and the upbeat performance of the Minneapolis Pops Orchestra. #MPLSis Jammin’
4. Pride FestivalCelebrate the legalization of same-sex marriage through social! Share your stories of love for each other and love for the city this Sunday! #MPLSis Love
5. Jazz Festival in Saint PaulCheck out the jazz musicians at the largest jazz event in The Twin Cities.#STPis Jazzy
6. Twins GameSpend your Sunday at Target Field watching the Twins knock another one out the park. Tweet the picture of the home-run ball you catch. #MPLSis Baseball
7. Minnesota Food Truck FairSnap a picture of your yummy food at the Food Truck Fair. Make sure you share it with all of your instagram followers. #MPLSis Food
Blog Post Copy + Posts from Campaign
Full Blog Post found at: http://www.theso-cial-lights.com/7-ways-to-celebrate-social-media-day-twin-cities/
Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8
0
5
10
15
from June 24, 2013 - July 8, 2013
@TheSocialLights
The Social Lights
across all Twitter and Facebook accounts
Incoming Messages 105
Sent Messages 79
New Twitter Followers 46
New Facebook Fans 6
128 INTERACTIONS
BY 80 UNIQUE USERS
81,426 IMPRESSIONS
across all Twitter accounts
FOLLOWER DEMOGRAPHICS
55%MALE FOLLOWERS
45%FEMALE FOLLOWERS
18-20
21-24
25-34
35-44
45-54
55-64
65+
TWITTER STATS
46New Twitter Followers in this time period
103Link Clicks
65Mentions
25Retweets
DAILY INTERACTIONS @MENTIONS 65 RETWEETS 25 OUTBOUND TWEET CONTENT
40 Plain Text
21 Links to Pages
7 Photo Links
From June 24-June 30 I monitored The Social Lights social media interactions during the height of the campaign. I interfaced with the campaign participants and tracked engagement levels. Here are the stats for The Social Lights Facebook and Twitter pages during the campaigns. During my internship I utilized social monitoring software Sprout.
0
1
2
Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8
Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8
0
1000
2k
from June 24, 2013 - July 8, 2013
The Social Lights
FAN GROWTH 438 Total Likes, and 24 people talking about this New Fans 6 Unliked your Page 0
PAGE IMPRESSIONS Impressions 7,135 by 2,226 users
IMPRESSIONS
Page Post 695Mention 565Other 328Fan 165User Post 8
Paid 0Organic 5.2kViral 1.8k
BY DAY OF WEEK AVG TOTAL
SunMonTueWedThuFriSat
151.5376.3185.58271.1k509.5230.5
3031.1k3711.7k2.2k1.0k461
IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page
AGE & GENDER
13-1718-2425-3435-4445-5455+
8 / 4
258 / 515
313 / 335
158 / 201
57 / 120
27 / 66
40% Male
60% Female
TOP COUNTRIES
United StatesUnited KingdomAustraliaIndiaBelgium
2.0k601085
TOP CITIES
Minneapolis, MNSaint Paul, MNBuffalo, NYChicago, ILNew York, NY
744290734433
Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6
60
65
70
75
Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8
0
5
10
15
from June 24, 2013 - July 8, 2013
@TheSocialLightsThe Social Lights®
1,126total followers
60 connectionsmade in this time period
New Followers 46
You Followed 32
@ Mentions 65
Messages Sent 68
Messages Received 67
Clicks 103
Retweets 25
Measure how you're conversing with your audience
MY SOCIAL SCORES INFLUENCE 74 ENGAGEMENT 70 TWEETING BEHAVIOR
Conversation Updates70% 30%
New Contacts Existing24% 76%
Learn more about your audience to shape your messaging & campaigns
BY AGE RANGE
18-20
21-24
25-34
35-44
45-54
55-64
65+
BY GENDER
55%MALE FOLLOWERS
45%FEMALE FOLLOWERS
Measure performance on your outbound tweets
DAILY INTERACTIONS @MENTIONS 65 RETWEETS 25 OUTBOUND TWEET CONTENT
40 Plain Text
21 Links to Pages
7 Photo Links