Twitter: • • • •

Taste of the Nation 2011 Social Media Measurement and Evaluation
TOTN Report Highlights: Social Media Campaign Results from March 2011-May 2011

# Followers increased from 965 to 1,112 (147 new) up 15% # Re-tweets increased from 3 to 45 a month up 1400% References (@mentions, @replys) increased from 1 to 124 a month up 12300% Total potential reach (to Twitter users) at campaigns end 97,176 # Likes increased from 135 to 271 (136 new) up 101% Total monthly page views increased from 62 to 720 up 1061% Total monthly active users increased from 54 to 332 up 515% Total post likes/comments increased from 1 to 52 up 5100% News feed impressions increased from 1,026 to 11,624 up 1033%

Facebook: • • • • •

Number of click-throughs to links shared on Facebook and Twitter: 510

Twitter Analysis (info retrieved from “Twitalyzer” Tool*) For TOTN_NYC
Metric   Influencer  Type   Impact   Influence   Clout   Velocity   Signal   Followers   Following   Listed   Retweets   Referenced   (@mention)   Total  potential  reach   March   Social   Butterfly   0.3%   0.1%   0.1%   1.5%   100  %   965   1,764   73   3   1   -­‐   April   Social   Butterfly   0.5%   0.2%   0.5%   3.1%   100%   1,023   1,811   75   25   47   -­‐   %  Change   May   %  Change   NA   Every     Day  User   -­‐   67%   100%   400%   107%   0%   6%   2%   3%   733%   4600%   -­‐   1.7%   2%   5.4%   3.2%   100%   1,112   1,836   75   45   124   97,  176   240%   900%   980%   3%   0%   9%   1%   0%   80%   164%   -­‐   Total  %   change     -­‐   467%   1900%   5300%   113%   0%   15%   4%   3%   1400%     12300%    

 

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at  Campaign’s  end   Total  effective  reach   at  campaign’s  end  
st

-­‐   -­‐   -­‐  
th

-­‐  

18,185  

-­‐  

  -­‐  

*Date: March 2-April 1 (I started “tweeting” on March 25 but only a monthly evaluation is available)

Facebook Analysis (info. retrieved from page “insights”) For Taste of the Nation NYC page
March   54   15   135   62   33   165   1,026   1   0   0   April   172   34   169   370   170   463   7,123   36   14   8   %  Change   219%   127%   25%   497%   415%   181%   594%   3500%   NA   NA   May   332   105   271   720   348   1,036   11,624   52   43   8   %  Change   93%   209%   60%   95%   105%   124%   63%   44%   207%   0%   Total  %   Change   515%   600%   101%     1061%     955%   528%     1033%     5100%   NA   NA  

Metric Active Users New Page Likes Total Page likes Page Views (Total Count) Page Views (Unique Users) Total Tab Views News Feed Impressions Total Likes and Comments Photo Views Page Activity

Link Analysis: (info retrieved from bit.ly URL shortener)
Action  
Click throughs from Facebook and Twitter

April  (total  #)  
158

May  (total  #)  
352

%  Change  
123%

Evaluation Communication Goal #1: Increase awareness of Taste of the Nation New York
• Analyze total reach from social media profiles

Our goal was achieved successfully proved by the results: Reach Facebook news impressions and page views up 1033% and 1061% Twitter followers up 15% and total potential reach (to Twitter users) is now at 97,  176

 

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Communication Goal #2: Enhance perception/reputation of Taste of the Nation
• • Analyze audiences level of engagement/interest on social media profiles Analyze social media profiles’ influence/impact/clout (Twitter only)

Engagement Facebook active users up 515% and total likes and comments up 5100% Twitter re-tweets and @replys up 1400% and 12300% Total click throughs to our content posted 510 up 123% over one month

Twitter Influence up 467%, Impact up 1900% and Clout up 5300% (see definitions under chart) Business Objective: Increase ticket sales for 2011 event • Analyze incoming traffic from Facebook and Twitter to Taste of the Nation website pages (particularly the ticket buying page) and to Share our Strength’s website

 

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