Metrics Maze Case StudyBrittany Rennick

Influencer Analysis Facebook & YouTube

Via Facebook, Klout & YouTube

Facebook: The average age of an IMC SLC Facebook fan is between the ages of 18 and 24, with Kingston as the most popular location where people are located. We can determine through posts and likes that professors and students are the key content creators and users of this page. I feel that this brand can continue to grow and engage students through relevant posts and created content. According to Klout, the IMC SLC Facebook Page is influenced by: Seth Godin 74, Mark Shaefer 71, Junta42 CMI 65, Lindsey Fair 61, and Mark Stickney 56.

YouTube: I was unable to find any influencers for the IMCSLC YouTube channel. There aren’t any comments on any of the videos, and the last video was posted in July of 2012. It would be better if the brand used the channel more often. I feel since the 3rd year students are making videos it will hopefully create some buzz. I encourage the IMCSLC brand to share all videos on their other social networks.

Influencer Analysis Twitter

Via Tweet Archivist, Twitalyzer

#IMCSLC: Top influencers for #imcslc are measured on Tweet Archivist as Andrenalyn Rush, Jim Elyot & Kathy Patterson, both are professors in our program, Hailey Murphy & Tanya Trombetta both students in our program. I feel that this tool is based on who mentions the brand most frequently. This means that if we keep retweeting the top users and mentioning them in our tweets this will ensure they will continue to tweet using the hashtag.

@IMCSLC: The top four influencers for the @imcslc twitter handle are Kathy Patterson, Trends Talk IMC, Derek Wilson, Joshua Hartson. This means that we have one teacher, two students, and one event always posting at this handle. I have put this handle through Twitalyer a few times over the past week and I feel that these influencers are based on who has motioned the account recently.

Influencer Analysis

Sentiment Analysis Facebook & YouTube

Via Social Mention: Social Mention uses a scale of positive, neutral and negative to measure sentiment and a sentiment ratio measuring positive mentions to negative

mentions.

IMC SLC Facebook: 3% neutral, 0 % negative and 0 % positive with no visible sentiment ratio. Just like my thoughts for the twitter page I feel that if we make it more personal sharing page we will gain more positive sentiments of consumers.

IMC SLC YouTube: 3% positive, 47 % Neutral and 0 % Negative with a 3:0 sentiment ratio. Since we see that there is a 3% positive with a 0% negative sentiments is great for our brand. When I was searching the social Mention, the student videos came up which helps us put a personal feel on the brand itself for new consumers.

Sentiment Analysis Twitter

Via Social Mention: Social Mention uses a scale of positive, neutral and negative to measure sentiment and a sentiment ratio measuring positive mentions to negative

mentions.

#IMCSLC: 21 % positive, 0 negative and 67% neutral with a 21:0 sentiment ratio. This meaning that the majority of the tweets that use the hashtag are neutral. We could turn these neutrals into positives by helping generate some new tweets that will help highlight the brand, which in return will make a positive discussion such as “I had such a great day in my classes today, I learned so much #imcslc”. Since we already have 0 negative mentions this means that we are on the right track for our brand for showing the positivity toward our future consumers.

@IMCSLC: 1% positive, 0 negative and 42 % neutral with a 1:0 sentiment ratio. This is similar to the use of the IMCSLC hashtag, our program twitter account also has a lot of neutral tweets. This however also shows that IMCSLC doesn’t have many positive tweets with only sitting at 1%. I think that we could improve our twitter handle by sounding like more of a real person. “Does everyone enjoy the snow outside today?” This will help people put a personality to the account itself this by raising the tweets to a positive outcome.

Content Analysis Twitter

Via Tweet Archivist

#IMCSLC – According to Tweet Archivist, the most popular words within tweets that use our hashtag would be: ChalkAboutIt, Mobile, Trendstalk, Media, Mcom44. This would be a positive thing, because all of these words are indicative of the things going on within this program over the past week. This also shows the different activities that the IMC students are keeping busy doing this week.

@IMCSLC – According to Tweet Archivist, the most popular words within tweets that come from our handle would be; Trendstalk, Video, Presenters, YGK, Assumed. These are all words that are from what is happening around our program this week. Then we have the Kingston Hashtag word come up which is also good since that means people in Kingston can also see what we are doing. I feel as if it is important that any tweets sent out from this account use words and phrases that are meaningful to what is going on in the program.

Content Analysis Facebook & YouTube

Via Social Mention

IMCSLC Facebook - According to Social Mention, the keywords used within the IMC SLC Facebook Page would be; IMCSLC, Video, Center, and Greg. This goes pretty closely with the Twitter page & Hashtag analysis, these keywords are describing different activities that are going on in our program. This is definitely a positive thing as it touches on large parts of what our program is made up of such as; program name, a major course we complete as video and then the Greg Awards which is a huge event in this program. These keywords can be used to promote important aspects of the IMCSLC brand.

IMCSLC YouTube – When I was searching for the YouTube content on Social Mention, I was unable to really find much, I found some student videos and then other videos showed up from another brand. I feel like we need to be posting more content on our channel and using the correct tagging.

Volume Analysis Twitter

Via: Tweet Archivist

#IMCSLC: According to the graph on the following page, the #IMCSLC is being used at a steady rate throughout last week then climbed high on Friday the 23 rd, then a decrease on the Saturday, and then this week on Tuesday 27 th it skyrocketed again to an all time high. These metrics are helpful because we can search #IMCSLC on twitter to see what was going on the days the tweets were really high. Then in the future we can act on these results to create more buzz for our brand.

@IMCSLC: Unlike the hashtag, the twitter handle hasn’t been mentioned nearly as much as last week. They were mentioned only a total of 9 times. Since we are unable to find out who mention the brand unless we were to retweet them I can’t give you anymore information on that. If I had this information it would help assist me in determining why mentions are so low and what people wanted to find out.

**The Next Slides show the graphics for these results**

#IMCSLC Volume

@IMCSLC Volume

Volume Analysis Facebook & YouTube

Via: Facebook Search & YouTube Search

IMCSLC Facebook: Since creating the IMC SLC Facebook like page in March 2012, it seems to appear that it has been a consistent hub for students and professor activity. You can see that the posts are grequent and are commented on or “liked” often. This can show you that the volume of the IMC SLC brand is being effective in reaching their target.

IMCSLC YouTube: When I was searching for the YouTube channel, I had some difficulty in finding the specific one to be able to determine the volume of the channel. There are a lot of channels that were made up in the past by students. But when I was searching IMC SLC videos regarding social media and marking do come up. I feel that even though our student videos came up, it is of high importance to update the channel regularly by putting these videos on it.

Benchmark Analysis Via Twitter, Facebook, and YouTube Research for Durham, Loyalist, and Humber

Twitter: When searching for advertising programs on Twitter from the above schools there were no results found for a Advertising course twitter account. The only ones I was able to find would be the generic Twitter accounts for the colleges.

Facebook Page: Searching through Facebook provided the same results as twitter no specific pages dedicated to just the advertising course.

YouTube: Searching for a YouTube channel for these schools for the Advertising program I was also unable to come up with any results for the schools mentioned above.

This information means that it gives IMC SLC a better advantage in the program market as they are continuously active on their social media channels and they always keep viewers up-to-date with what is going on within the program and community. It also helps students have a place to go to just get information on their program.