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2017 Klein ISD High School

Graduation Ceremonies
24-hour Social Media Impact Report

NOTE: This report covers ONLY the first 24-hour period following the end of each
graduations livestream.

Klein ISD Communications & Planning Department


Top-level Overview
Overall Reach: 1,296,159 individual users
o REACH: Total number of users who saw one of our posts
Our posts reached 40 countries, 44 states, & 115 Texas cities.
77% of all interactions came from mobile devices
49,736 Direct Interactions
o INTERACTIONS: Likes, Comments, Shares, Retweets
239 Followers gained across all social networks
o FACEBOOK http://facebook.com/kleinisd
o TWITTER http://twitter.com/kleinisd
o INSTAGRAM http://instagram.com/kleinisd

Personnel
JUDY RIMATO Social manager from the stage perspective.
DENISE MCLEAN Social manager from the floor. Technical director for team.
JUSTIN ELBERT Technical director for graduation livestreams. Photographer.
KIM FOSTER Videographer for 1st and 3rd graduations.
CHELSEA CEBALLOS Primary photographer. Photo editor for all photos.
BOBBY BRACKEN Videographer for 2nd and 4th graduations.
INTERN Primary photographers assistant for 3rd and 4th graduation.

Event Details
Four High School Graduations June 3, 2017 NRG Park Houston, TX

KLEIN COLLINS 9:00 a.m.


KLEIN HIGH 12:00 p.m.
KLEIN FOREST 3:00 p.m.
KLEIN OAK 6:15 p.m.

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Detailed Breakdown by High School
KLEIN COLLINS 9:01 A.M . 10:45 A.M .

KCHS Reach: 224,211

Livestream
o Facebook LIVE
Reach: 125,963
Video Views: 20,050
Reactions: 1,275
Comments: 204
Shares: 154
Peak Live: 242
0:49:24 Most viewers during the Ls
o YouTube LIVE
Countries: 18
Peak Viewers: 225
Playbacks: 1,274
Average session length: 14.29 minutes
o Periscope (Twitter)
Live Viewers: 628
Replay Viewers: 480
Average session length: 2m 27s
Hearts: 750
Posts
o Facebook
Reach: 49,364
Reactions: 1172
Comments: 152
Shares: 44
o Twitter
Reach: 40,376
Engagements: 4456
Retweets: 55
Likes: 298
o Instagram
Reach: 5,807
Likes: 478
o YouTube
Views: 94

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KLEIN HIGH 11:58 A.M . - 2:07 P.M .

Total KHS Reach: 349,515

Livestream
o Facebook LIVE
Reach: 241,487
Video Views: 24,301
Reactions: 900
Comments: 202
Shares: 84
Peak Live: 226
1:36:00 - Most viewers during the Os
o YouTube LIVE
Countries: 18
Peak Viewers: 231
Playbacks: 1,409
Average session length: 15.79 minutes
o Periscope (Twitter)
Live Viewers: 1,081
Replay Viewers: 435
Average session length: 2m 47s
Hearts: 817
Posts
o Facebook
Reach: 48,133
Reactions: 1,901
Comments: 167
Shares: 92
o Twitter
Reach: 50,700
Engagements: 6,226
Retweets: 135
Likes: 452
o Instagram
Reach: 5935
Likes: 558
o YouTube
Views: 104

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KLEIN FOREST 2:59 P.M . - 4:29 P.M .

KFHS Reach: 339,131

Livestream
o Facebook LIVE
Reach: 236,557
Video Views: 25,926
Reactions: 1,118
Comments: 227
Shares: 137
Peak Live: 210
1:29:00 - Most viewers during the Js
o YouTube LIVE
Countries: 14
Peak Viewers: 159
Playbacks: 749
Average session length: 15.11 minutes
o Periscope (Twitter)
Live Viewers: 760
Replay Viewers: 1,112
Average session length: 3m 11s
Hearts: 2,178
Posts
o Facebook
Reach: 46,278
Reactions: 1,188
Comments: 69
Shares: 73
o Twitter
Reach: 47,543
Engagements: 5,614
Retweets: 178
Likes: 399
o Instagram
Reach: 5838
Likes: 326
o YouTube
Views: 135

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KLEIN OAK 6:14 P.M . - 8:18 P.M .

KOHS Reach: 321,946

Livestream
o Facebook LIVE
Reach: 192,639
Video Views: 21,292
Reactions: 1,061
Comments: 248
Shares: 81
Peak Live: 292
0:46:00 - Most viewers during the Bs
o YouTube LIVE
Countries: 13
Peak Viewers: 290
Playbacks: 1,515
Average session length: 17.32 minutes
o Periscope (Twitter)
Live Viewers: 983
Replay Viewers: 331
Average session length: 2m 58s
Hearts: 2,125
Posts
o Facebook
Reach: 51,081
Reactions: 1,373
Comments: 99
Shares: 80
o Twitter
Reach: 69,364
Engagements: 6,836
Retweets: 168
Likes: 598
o Instagram
Reach: 5613
Likes: 438
o YouTube
Views: 130

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Percent of Total Reach by School

Klein Collins
18%
Klein High
28%

Klein Oak
26%

Klein Forest
28%

ANALYSIS: Klein Collins viewership was lower because they started streaming at 9
a.m. on a Saturday.

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Total Livestream Views by Platform

YouTube, 4357, 4%
Twitter, 4702, 5%

Facebook,
91596, 91%

SCREENGRAB OF KLEIN FOREST LIVESTREAM : The Vision statement and hashtag


appeared in the top right hand corner of the Klein High, Klein Forest, & Klein Oak
livesteams. A technical error prevented the Vision statement and hashtag from
appearing in the Klein Collins livestream.

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Facebook LIVE Retention
KLEIN COLLINS Dark Blue
KLEIN HIGH Light Blue
KLEIN FOREST Green
KLEIN OAK Yellow
Viewers

Time

Average session length: 2:45 minutes

ANALYSIS: View rates were far more unstable on Facebook compared to YouTube.
The social/viral nature of Facebook has a lot to do with this. Many viewers only have
indirect relationships with the district and only watched for the graduate they knew
before closing the video.

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YouTube LIVE Retention
*Too similar to differentiate between schools.
Viewers

Time

Average session length: 18:35 minutes

ANALYSIS: Viewers who watched on YouTube were re-directed from


http://kleinisd.net, KleInTouch, or internal emails. These viewers already have a
vested interest in Klein ISD (employee, parent, etc.) explained by the fact that they
have already signed up for our direct communication platforms.

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Additional Data Sources

STANDALONE PHOTO POST OF NRG

Facebook
o Reach: 13,964
o Likes: 606
o Comments: 34
o Shares: 9
Twitter
o Reach: 12,317
o Engagements: 1,482
o Retweets: 113
o Likes: 251

SNAPCHAT FILTER

Impressions Times the filter was seen


in the snap carousel.
o 996
Conversions Times the filter was used.
o 442
Views Times the filter was seen in others
stories or by Direct Message.
o 27,923

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District Website KleinISD.net
Top-level Analytics

7152 Unique Visitors


40 Countries
44 States
115 Texas cities

Views by Device

70% Mobile
18% Desktop
12% Tablet

Top 10 Countries Top 10 States Top 10 Texas Cities


1. United States 1. Texas 1. Houston
2. Pakistan 2. Louisiana 2. Spring
3. Mexico 3. Florida 3. The Woodlands
4. Venezuela 4. California 4. Tomball
5. Canada 5. Illinois 5. Cypress
6. United Kingdom 6. North Carolina 6. Dallas
7. Colombia 7. New York 7. Austin
8. Hungary 8. Georgia 8. San Antonio
9. Philippines 9. Massachusetts 9. Conroe
10. Saudi Arabia 10. Arizona 10. Pearland

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World map of countries from which we received visits

US map of countries from which we received visits

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Social Media Reactions

POSITIVE PRE LIVESTREAM

POSITIVE DURING LIVESTREAM

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POSITIVE POST LIVESTREAM

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NEGATIVE DURING LIVESTREAM

NEGATIVE POST LIVESTREAM

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