Metric Maze Case Study Assignment

The IMC Digital Brand

Nick Rayner

IMC Digital Brand

Twitter: @imcslc and #imcslcFacebook: IMCSLC pageYoutube: IMCSLC account

Social Media Tools

Social MentionTwitalyzerTweet Archivist

Sentiment Analysis

@IMCSLC

- 3:0 Ratio- 3 positive, 49 neutral, 0 negative.- One of the most positive mentions was

regarding a gold placing in the OCMC competition. Another is a video for PivotCon.

Sentiment Analysis

#IMCSLC

- 28:0 Ratio- 28 positive, 99 neutral, and 0 negative.- This enjoys the strongest positive

sentiment, with the majority of the content being students attaching the program name to their own ideas, or other articles.

Sentiment Analysis

IMCSLC Facebook page

- 1:0 Ratio- 1 positive, 2 neutral, 0 negative.- Most of the content I could investigate

pertaining to the Facebook page was aggregated from YouTube and Twitter.

- Since I don’t have access to Facebook Insights through the admin panel, this was as close as I could get.

Sentiment Analysis

IMCSLC Youtube channel

1:0 sentiment1 positive, 43 neutral, 0 negativeThere was a spike due to the sudden influx

of IMC student videos being uploaded.

Influencer Analysis

@IMCSLC

The most common influencers of the @IMCSLC Twitter are students.

50% reach.240 followers. 42 Klout score.

Influencer Analysis

#IMCSLC@IMCSLC uses the hashtag the most,

followed by @jelyot and @kathypatterson.Most predominant areas of influence are

Kingston and St. Lawrence College.50% reach.

Influencer Analysis

IMCSLC Facebook Page

High traffic page.Students, alumni, professors.Aggregated content.Many of the people who share and like the

most content are from Kingston.

Influencer Analysis

IMCSLC Youtube Channel

10 top users; students from SLC and people from within the Kingston community.

50% reach.

Volume Analysis

@IMCSLC

- Most of the mentions are form @IMCSLC or @SLCBiz.

- Receives a mention every five hours with seven retweets (on average.)

- 314 Tweets total

Volume Analysis

#IMCSLC

- At archive date, there are 87 tweets containing this hashtag.

Volume Analysis

IMCSLC Facebook PageThere are many authors of the page, as

well as different admins. It was difficult to get any real statistics

without Facebook Insights.Page is an aggregator for Youtube, Twitter,

and other social networks.

Volume Analysis

IMCSLC Youtube Channel

- 10 videos to date.- 937 video views- 10 subscribers

Content Analysis

@IMCSLC

2% strength rating: the likelihood that the IMCSLC brand is being discussed on any social media platform.

@imcslc has been categorized as a “Casual user” with a 0.2 impact rating.

41% passion rating: it measures the likelihood of individuals talking about @IMCSLC will do so repeatedly.

25 unique authors. Top keywords: imcslc, greg, awards, video, days,

advertisement, year, Kingston, association and symphony.

Content Analysis

#IMCSLC

10% strength rating: the likelihood that the IMCSLC brand is being discussed on any social media platform.

58% Passion rating: the likelihood of individuals talking about #IMCSLC will do so repeatedly.

50 unique authors. 15 retweets. Top keywords: imcslc, good, ocmc, luck, mobile,

slcocmc, digitalconcierge, days, year.

Content Analysis

IMCSLC Facebook Page

0 % strength rating.58% Passion rating: measures the likelihood of

individuals talking about #IMCSLC will do so repeatedly.

Multiple admins posting/ managing the page. The page acts as a hub for other social networks,

with YouTube, Twitter, blogs, and program updates all converging.

Used by many students, alumnus, and professors.

Content Analysis

IMCSLC Youtube Channel

0% strength rating: the likelihood that the IMCSLC brand is being discussed on any social media platform.

41% Passion rating: meaning it measures the likelihood of individuals talking about #IMCSLC will do so repeatedly.

25 unique authors. Top keywords: imcslc, greg, videos, awards, Kingston,

symphony. 10 videos uploaded – third year projects, student

testimonials, and recorded presentations.

Benchmark Analysis

@IMCSLC

-@mcanetwork (Mohawk College Student Agency Twitter page.)

- Following 285, 188 followers, 29 tweets.

- 3:0 sentiment, 23% passion, 45% reach.

Benchmark Analysis

#IMCSLC

- Humber College (@HumberAdCenter) has 2 hashtags that they use to promote 2 different initiatives.

- #HumberAdvertising (program general) and #HumberAdWeek (workshops and roundtables.)

- 7:0 sentiment, 18% passion, 13% reach.

Benchmark Analysis

IMCSLC Facebook

- Humber AdCenter Student Agency page.

- 45 “likes.”- Mainly photographs and updates

on their “Ad Week” event.- Not updated as often, not as

frequently read.- Hasn’t been around as long as

IMCSLC.

Benchmark Analysis

IMCSLC YoutubeChannel

- 53,295 video views.- 49 subscribers.- Recruitment videos and

generic content.