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%

at Campaigns end Total effective reach at campaigns end

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- - -
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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

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 Strengths website