1. 1
NATIONAL
CAPITAL
COMMISSION
SOCIAL
MEDIA
ANALYSIS
Presented
to:
Daniel
Feeny
Director
Digital
Communica:ons,
Outreach
and
Youth
Programs
Submi>ed
on:
March
14,
2011
Presented
by:
SoshalGroup.com
-­‐
@SoshalGroup
-­‐
613.323.4253

2. EXECUTIVE
SUMMARY
NCC
web
analy:cs
were
collected
for
Dec
1,
2010
though
to
Mar
1,
2011
and
show
the
number
of
visits,
:me
spent
per
visit,
average
:me
on
site,
and
various
other
data
including
which
mediums
are
funneling
traffic
to
canadascapitcal.gc.ca.
Based
on
this
informa:on
we
can
conclude
no:ons
such
that
even
though
TwiWer
is
the
most
popular
form
of
communica:on
(54%)
around
Winterlude
men:ons,
Facebook
and
organic
search
are
what
bring
people
to
the
website
–
twiWer
ranks
31st
for
referred
web
traffic.
Mobile
app
informa:on
deduce
that
downloads
skyrocketed
the
third
week
in
January
and
con:nued
strong
un:l
the
first
week
of
Winterclude
came
to
and
end.
Downloads
peeked
upon
app
launch
dates
–
updates
did
not
seem
to
increase
downloads
–
however
the
WLv1.1
update
was
released
right
around
Winterlude
kick
off
which
was
when
app
downloads
began
to
peak.
Radian6
Social
Media
Monitoring
Plaborm
was
used
to
measure
social
media
analy:cs.
Winterlude
ranked
highest
among
compe:ng
events
(men:ons)
but
only
places
fourth
in
terms
of
posi:ve
sen:ment
–
this
is
believed
to
be
because
of
the
nega:ve
Foie
Gras
aWen:on.
Radian6
calculated
the
most
influen:al
TwiWer
users
men:oning
Foie
Gras
to
be
PETA,
(140,000+
followers).
Radian6
ranks
Foie
Gras
posi:ve
sen:ment
at
36.6%
with
news
and
blog
comments
popula:ng
the
majority
(59%)
of
the
conversa:on.
January
14th
contained
the
most
Foie
Gras
men:ons.
Soshal
Group
highlighted
and
showcased
conversa:ons
taking
place
for
five
major
trends.
the
busiest
day
(900+
men:ons)
took
place
during
Winterlude
opening
ceremonies.
40,000+
video
and
image
views
took
place
across
both
NCC
and
user
Youtube
&
Flickr
accounts
–
this
more
than
doubles
Mosaika
views.
2

3. TABLE
OF
CONTENTS
WEBSITE………………………………………………………………………………..4-­‐5
MOBILE………………………………………………………………………………….6-­‐7
RADIAN6
OVERVIEW……………………………………………………………….8-­‐10
COMPETITOR
SOCIAL
MEDIA
METRICS……………………………………..11-­‐19
WINTERLUDE/
BAL
DE
NEIGE
SOCIAL
MEDIA
METRICS………………..20-­‐29
FOIE
GRAS
SOCIAL
MEDIA
OVERVIEW……………………………………..30-­‐34
COMPETITOR
COMPARISONS………………………………………………….35-­‐38
3

4. 4
www.canadascapital.gc.ca
All Traffic Sources
Dec 1, 2010 - Mar 1, 2011
Comparing to: Site
0
20,000
40,000
0
20,000
40,000
Dec 6 Dec 14 Dec 22 Dec 30 Jan 7 Jan 15 Jan 23 Jan 31 Feb 8 Feb 16 Feb 24
Visits
All traffic sources sent 1,111,193 visits via 1,988 sources and mediums + sources
Site Usage
Visits
1,111,193
% of Site Total:
100.00%
Pages/Visit
2.61
Site Avg:
2.61 (0.00%)
Avg. Time on Site
00:03:01
Site Avg:
00:03:01 (0.00%)
% New Visits
49.52%
Site Avg:
49.38% (0.29%)
Bounce Rate
55.03%
Site Avg:
55.03% (0.00%)
Source/Medium Source Visits Pages/Visit Avg. Time
on Site
% New
Visits
Bounce
Rate
(direct) / (none) (direct) 701,689 2.22 00:02:40 51.67% 61.16%
google / organic google 301,856 3.39 00:03:14 40.16% 43.29%
facebook.com / referral facebook.com 15,188 2.01 00:05:50 72.00% 63.80%
canadascapital.gc.ca /
referral
canadascapital.gc.ca 10,737 2.63 00:07:53 78.89% 53.53%
bing / organic bing 10,174 4.11 00:03:33 56.17% 30.53%
yahoo / organic yahoo 7,011 3.89 00:03:24 50.93% 33.05%
ncc / cpc ncc 3,437 2.51 00:02:35 18.62% 59.50%
ottawastart.com / referral ottawastart.com 3,300 3.65 00:03:30 83.58% 25.58%
capitaleducanada.gc.ca /
referral
capitaleducanada.gc.ca 2,812 2.96 00:17:52 40.79% 51.32%
winterlude.ca / referral winterlude.ca 2,748 3.69 00:04:08 59.61% 29.55%
1 - 10 of 1,988
WEB
ANALYTICS
(canadascapital.gc.ca)
SOCIAL
MEDIA
INBOUND
WEB
REFERRAL
RANKS
 Facebook:
3
 Twi>er:
31
 Facebook
Apps:
18

5. WEB
INSIGHTS
(BASED
ON
ANALYTICS)
REFERRALS
• 91%
of
web
traffic
referred
from
organic
search
engines
(bing,
google,
yahoo)
which
means
you’re
website
is
easy
to
find
• Facebook
ranks
third
for
referred
web
traffic
and
makes
up
11%
of
all
Winterlude
conversa:ons
on
the
social
web,
(see
page
17)
• Twi>er
ranks
31st
for
referred
web
traffic
and
makes
up
54%
of
all
Winterlude
conversa:ons
on
the
social
web,
(see
page
17)
TRAFFIC
SPIKES
• Traffic
spikes
on
same
day
Mar:n
Picard
and
Foie
Gras
men:ons
increase
on
Dec
11
(see
page
18
for
trends)
• Traffic
spikes
slightly
during
Opening
Ceremonies
(see
page
18
for
trends)
• Traffic
spikes
during
week
three
of
Winterlude
aligning
with
the
trending
disappointment
of
the
warm
weather
and
mel:ng
canal
(see
page
18
for
trends)
5

6. 6
0
2000
4000
6000
8000
10000
12000
14000
11-­‐Jan-­‐15
18-­‐Jan
25-­‐Jan
8-­‐Feb
15-­‐Feb
22-­‐Feb
1-­‐Mar
8-­‐Mar
15-­‐Mar
MOBILE
Winterlude
Ac_va_ons
Canal
Winterlude
Skateaway
available
WLv1.2
update
MOBILE
ANALYTICS
Winterlude
7,202
Canal
4,945
Ac_va_ons
12,782
Winterlude
available
WLv1.1
update
Skateaway
v1.1
available

7. MOBILE
INSIGHTS
App
downloads
&
ac:va:ons
increase
drama:cally
on
release
day,
but
decline
going
into
the
second
and
third
week.
Winterlude
App
available
same
:me
as
Mar:n
Picard
&
Foie
Gras
becomes
trending
(see
Winterlude
Men:ons
Trending
Over:me,
page
18)
7
0
2000
4000
6000
8000
10000
12000
14000
11-­‐
Jan
18-­‐
Jan
25-­‐
Jan
8-­‐
Fe
15-­‐
Fe
22-­‐
Fe
1-­‐
Ma
8-­‐
Ma
15-­‐
Ma
MOBILE
Winterlude
Ac_va_ons
Canal
Winterlude
Mar:n
Picard
and
Foie
Gras
trending

8. RADIAN6
• The
Radian6
soaware
pulls
in
social
media-­‐specific
sites
by
using
a
special
mixture
of
RSS
feeds,
proprietary
crawlers,
and
access
to
APIs
like
Twi>er
• Radian6
doesn’t
cover
websites
in
general
unless
they
have
a
social
media
component.
A
site
might
exists
on
the
Internet
but
that
does
not
mean
it’s
a
social
media
site,
and
if
it’s
not
a
social
media
site
then,
Radian6
most
likely
doesn’t
cover
it.
• Radian6
also
strongly
respects
the
Terms
of
Service
of
websites
and
regulated
crawler
access,
meaning
if
a
site
has
been
made
private,
Radian6
fully
respects
that
privacy.
8

9. RADIAN6
METHODOLOGY
• VOLUME:
Total
number
of
keyword
men:ons
across
all
media
types
for
specific
:me
frame.
• SENTIMENT:
Automated
sen:ment
determined
by
keywords
that
have
been
defined
in
Radian6
topic
profile
• TOP
INFLUENCERS:
Media
types
are
ranked
by
overall
volume
and
influencers
are
pulled
from
those
media
types
based
on
results
that
are
determined
by
the
influencer
widget.
This
widget
pulls
data
according
to
the
influencer
senng
in
Radian6
topic
profile
• TOP
TRENDS:
Most
popular
conversa:onal
themes
during
Winterlude
• KEY
POSTS
WITH
TOP
KEYWORDS:
Verba:m
of
posts
featuring
top
men:oned
keywords
from
the
spikes
of
the
top
trends
9

10. RADIAN6
KEYWORDS
• NCC
BRANDED
KEYWORDS:
Winterlude,
Bal
de
Neige,
Foie
Gras
• COMPETITOR
KEYWORDS:
Carnaval
de
Quebec,
Montreal
en
Lumiere,
Wintercity,
Fes:val
du
Voyageur
10

11. COMPETITOR
SOCIAL
MEDIA
METRICS
High
Level
Overview
Metrics:
VOLUME
–
SENTIMENT
–
LANGUAGE
–
VOLUME
BY
MEDIA
TYPE
11

12. FESTIVAL
DE
VOYAGEUR
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
1,097
Posts
Sen_ment
90%
Posi:ve
Language
77.8%
English
TwiWer
47%
Blogs
22%
Facebook
20%
Comments
2%
Images
4%
Forums
2%
Videos
1%
News
2%
Fes_val
de
Voyageur
Volume
by
Media
Type
12

13. FESTIVAL
DE
VOYAGEUR
Top
Men:oned
Keywords
13

14. MONTREAL
EN
LUMIERE
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
162
Posts
Sen_ment
99%
Posi:ve
Language
59.3%
English
TwiWer
53%
Blogs
16%
Facebook
18%
Comments
1%
Images
2%
Forums
1%
Videos
8%
News
1%
Montreal
en
Lumiere
Volume
by
Media
Type
14

15. MONTREAL
EN
LUMIERE
Top
Men:oned
Keywords
15

16. WINTERCITY
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
75
Posts
Sen_ment
84.6%
Posi:ve
Language
98.7%
English
TwiWer
31%
Blogs
48%
Facebook
3%
Images
15%
Forums
1%
Videos
1%
News
1%
Wintercity
Volume
by
Media
Type
16

17. WINTERCITY
Top
Men:oned
Keywords
17

18. CARNAVAL
DE
QUEBEC
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
383
Posts
Sen_ment
88.6%
Posi:ve
Language
71.8%
English
TwiWer
17%
Blogs
58%
Facebook
11%
Images
4%
Forums
0%
Videos
9%
News
1%
Carnaval
de
Quebec
Volume
by
Media
Type
18

19. CARNAVAL
DE
QUEBEC
Top
Men:oned
Keywords
19

20. WINTERLUDE
/
BAL
DE
NEIGE
SOCIAL
MEDIA
METRICS
Metrics
Explored
VOLUME
-­‐
SENTIMENT
–
LANGUAGE
–
VOLUME
BY
MEDIA
TYPE
–
KEYWORDS
–
KEYWORDS
BY
TREND
-­‐
FACEBOOK
LIKES
–
VIDEO
AND
IMAGE
VIEWS
–
VIDEO
AND
IMAGE
INFLUENCERS
–
TWITTER
INFLUENCERS
–
VIDEO
VIEWS
&
TWITTER
FOLLOWERS
COMPARED
TO
MOSAIKA
20

21. WINTERLUDE
/
BAL
DE
NEIGE
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
12,589
Posts
Sen_ment
85.8%
Posi:ve
Language
95.5%
English
TwiWer
54%
Blogs
15%
Facebook
11%
Comments
6%
Images
6%
Forums
4%
Videos
3%
News
1%
Winterlude
/
Bal
de
Neige
Volume
by
Media
Type
21

22. WINTERLUDE
MENTIONS
TRENDING
OVER
TIME
December
11
• Winterlude
looking
for
extra
funding
• NCC
Announces
Winterlude
Programming
• Top
10
AWrac:ons
in
OWawa
January
14
• Chef
Mar:n
Picard
bows
out
due
to
Foie
Gras
ban
• Murray
Street
Bistro
&
three
other
restaurants
opt
to
serve
Foie
Gras
in
protest
of
ban
February
4
• Opening
ceremonies
and
fireworks
• Flickr
images
genera:ng
large
buzz
• Popular
images
include
shots
of
ice
sculptures,
as
well
as
fireworks
February
12
• Flickr
comments
on:
Honey,
I
shrunk
the
net
• Tournament
Highlight
video
• Ice
Carving
video
• Horse
accident
February
19
• Week
three
is
off
to
a
soggy
start
• Flickr,
L’accordeoniste
sculpture
• Canal
closed
22

23. TOP
MENTIONED
KEYWORDS
BY
TREND
December
14
January
11
23

24. TOP
MENTIONED
KEYWORDS
BY
TREND
February
12
February
19
24

25. Dec
14
WINTERLUDE
TOP
INFLUENCERS
(Twi>er
Followers)
25
0
200
400
600
800
Mosaika
Winterlude
TwiWer
Followers

26. WINTERLUDE
TOP
INFLUENCERS
(facebook
likes)
Top
“Liked”
Blogs
1) Algonquinphotography.blogspot.com
2) Fullcomment.na:onalpost.com
3) Veganmainstream.com
26

27. WINTERLUDE
TOP
INFLUENCERS
(Video
&
Image
Views)
Top
Influencers
1) Youtube.com/nccvidccn
2) Youtube.com/BryanAndrewMcNally
3) Flickr.com/people/23575605@N08/
Total
Views
46,065
27
0
10,000
20,000
30,000
40,000
50,000
MOSAIKA
WINTERLUDE
Video
Views

28. TOP
MENTIONED
ENGLISH
WORDS
(Winterlude
Conversa:on
Cloud)
28

29. TOP
MENTIONED
FRENCH
WORDS
(Winterlude
Conversa:on
Cloud)
29

30. FOIE
GRAS
OVERVIEW
Metrics
Explored
VOLUME
-­‐
SENTIMENT
–
LANGUAGE
–
VOLUME
BY
MEDIA
TYPE
–
KEYWORDS
–
TRENDING
CONVERSATION
HIGHLIGHTS
30

31. FOIE
GRAS
SOCIAL
MEDIA
OVERVIEW,
DEC
1,
2010
–
MARCH
1,
2011
Volume
1,021
Posts
Sen_ment
36.6%
Posi:ve
Language
94.8%
English
Foie
Gras
Volume
by
Media
Type
31
TwiWer
27%
Blogs
11%
Facebook
2%
Comments
59%
Forums
1%

32. FOIE
GRAS
MENTIONS
TRENDING
OVER
TIME
CBC:
Chef
Out
Aaer
Winterlude
Foie
Gras
Flap
Comments:
149
Unique
Commenters:
125
Comment
Snippets
“this
chef
should
not
be
surprised
that
he
might
be
asked
for
a
menu
change”
“Controversial
food
off
the
menu....Is
this
a
joke?
It
just
demonstrates
how
many
un-­‐cultured
and
un-­‐
traveled
persons
there
are
around.”
“When
the
poliBcally
correct
decide
menus
we
are
in
desperate
trouble”
32

33. TOP
MENTIONED
ENGLISH
WORDS
(Foie
Gras
Conversa:on
Cloud)
33

34. TOP
MENTIONED
FRENCH
WORDS
(Foie
Gras
Conversa:on
Cloud)
34

35. COMPETITOR
COMPARISON
High
Level
Comparison
Metrics:
VOLUME
–
SENTIMENT
–
LANGUAGE
–
VOLUME
BY
MEDIA
TYPE
35

36. 36
0
2000
4000
6000
8000
10000
12000
14000
Montreal
en
Lumiere
Carnaval
de
Quebec
Fes:val
du
Voyageur
Wintercity
Winterlude
COMPETITOR
COMPARISON
(VOLUME)
Volume
4TH
3RD
2ND
5TH
1ST

37. 37
75%
80%
85%
90%
95%
100%
105%
Montreal
en
Lumiere
Carnaval
de
Quebec
Fes_val
du
Voyageur
Wintercity
Winterlude
COMPETITOR
COMPARISON
(SENTIMENT)
1ST
5TH
2ND
3RD
4TH

38. 38
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Montreal
en
Lumiere
Carnaval
de
Quebec
Fes_val
du
Voyageur
Wintercity
Winterlude
COMPETITOR
COMPARISON
(LANGUAGE,
ENGLISH)