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Titanic and Liverpool: the untold story

Social media monitoring for Titanic and Liverpool: the untold story

CONTEXT

Tracking interest in a subject or theme can help tap into communities who are more likely to be interested in your event. Comparing awareness of exhibitions in Belfast and Liverpool enabled Trufflenet to provide context to the data.

688,376
mentions of Titanic worldwide during the search period

Whilst the opening of an event may be the most newsworthy angle it doesnt need to be the end of social media activity.
Social media analysis can help cultural events reach new audiences and provide a cost-effective means of evaluating the impact.

15,003
mentions of Titanic in the UK

1,353
mentioned Titanic alongside Belfast, Liverpool or exhibition

KEY FINDINGS

Mentions of both the Liverpool and Belfast exhibitions peaked on the day each opened.
While prominent topics for both Liverpool and Belfast exhibitions included the exhibition opening and reviews and recommendations, additional topics regarding Liverpool focussed on artefacts and photography displayed, while Titanic Belfast was often mentioned alongside other events occurring alongside the building opening (eg Titanic Sounds, Titanic Lightshow). All mentions of the Liverpool exhibition (where sentiment was expressed) were positive. Conversely, Titanic Belfast generated a low volume of negativity, mainly due to ticket prices and availability, and public access to the grand staircase. The Liverpool exhibition was not only discussed in the North West of England but also in the East Midlands. Titanic Belfast, however, seemed only to make a local impact (Northern Ireland) only, without a prominent volume of mentions in another UK region.

OPTIMISING SOCIAL MEDIA CONTENT BY DAY AND TIME


30.000%
25.000% 20.000%

Relevant results by day of the week

Tuesday 7.35%

Monday 14.34%

5.000%
0.000%

n=1130

Sunday 13.54%

10.000%

Friday 24.51%

15.000%

The high volume of mentions on Friday and Saturday suggest that engaging people whilst they plan their weekend activities may be important.

Wednesday 5.66%

Thursday 8.58%

Saturday 26.02%

40.000% 35.000%

Relevant results by time of day

08:00 11:59 34.42%

25.000%

15.000% 10.000% 5.000% 0.000%

n=1130

0:00 03:59 4.34%

20.000%

04:00 07:59 5.58%

12:00 15:59 30.53%

20:00 23:59 12.12%

Across all exhibitions, mornings appear to be a particularly significant time to engage in online conversation.

16:00 19:59 13.01%

30.000%

30 25 20

TITANIC AND LIVERPOOL: THE UNTOLD STORY


Liverpool exhibition mentions by date

15
10

5
0

n=58

In total, the Liverpool exhibition garnered 58 mentions during the analysed period just 0.38% of conversation about Titanic in the UK, but 4.29% of conversation about Titanic exhibitions in the UK. The largest volume of conversation occurred on the day of the exhibition launch (30 March 2012 43.10%). The top topic of conversation on 30 March was the exhibition opening (20.69%) as well as artefacts at the exhibition (20.69%).

A slight increase in mentions on the 3 April 2012 shows that it is possible to reignite interest; top topics of conversation on this day include photographs on display at the exhibition (28.57%) and the Sea Odyssey event (28.57%).

TITANIC BELFAST
50.00%
45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% Belfast - 1016 mentions Liverpool - 58 mentions n=1074

Liverpool and Belfast exhibition mentions by date

5.00%
0.00%

In total, Titanic Belfast generated 17.5 times the volume of mentions the Liverpool exhibition generated. Moreover, retweets of @TitanicBelfast content alone exceeded the total volume of mentions for the Liverpool exhibition. Similar to Liverpool, mentions of the Belfast exhibition peaked on the launch day (235 mentions on 31 March 2012); top topics of conversation on this day included the opening of the exhibition (46.27%) and Cyril Quigleys return to the Titanic (8.96%).

WHAT PEOPLE TALKED ABOUT IN LIVERPOOL

Top topics of conversation for Liverpool Exhibition

n=62

Of mentions regarding the Liverpool exhibition opening, 22.22% occurred prior to the launch, 66.67% occurred on the day of the launch, and 11.11% occurred afterwards, perhaps highlighting the opportunity to generate greater pre-event buzz and anticipation. It is encouraging to note that all reviews and recommendations for the Liverpool exhibition were positive; 83.33% of mentions expressed love, while 16.67% expressed like.

WHAT PEOPLE TALKED ABOUT IN LIVERPOOL


Some amazingly touching pieces of history. Fab pictures and footage of old Liverpool too. Watch out for the Titanic projection on the dock. I reli wanna go the Titanic expeditionIn the Liverpool museum! It opened today =D

Amazing titanic exhibition at @MerseyMaritime its a must see when it opens tomorrow :)

Boss visit to Titanic exhibition at Merseyside Maritime Museum today! Well recommend it @LivMuseums

#mersey Unique Titanic photographs to go on show at Liverpool church: THE last known pictures ever taken on boa... http://t.co/kepxYEzh

Forgot to say previously: also cannot wait to see this in Liverpool http://t.co/k47ZDTKZ

WHAT PEOPLE TALKED ABOUT IN BELFAST

Top topics of conversation for Belfast Exhibition

n=1043

Topics of conversation regarding the Belfast Exhibition were similar to those about the Liverpool exhibition. Unlike Liverpool, the Belfast exhibition was able to maintain interest in the exhibition opening, with mentions of its launch occurring throughout the analysis period (from 29 March through 11 April). In addition to the Lightshow (displayed above), the Titanic Quarter (2.78%) and the Titanic Sounds concert (2.68%) were also prominent topics of conversation, potentially highlighting the impact of Belfasts multi-event launch on conversation volumes.

WHAT PEOPLE TALKED ABOUT IN BELFAST


Can't wait to visit on next #Belfast visit! RT @DiscoverIreland Just one day to go before Titanic Belfast is revealed! http://t.co/Cx4U1In0
My view right now - that's the Titanic exhibit! Belfast is pretty when it wants to be! http://t.co/tjTUR7tR

#Belfast #Titanic museum was really good.. You's all have to go to it!:)

@EdSimpsonNI @hackedoffhack I found the non-Titanic stuff most interesting to be honest. There's a lot more to Belfast than shipbuilding

Spectacular Light Show and Fireworks Display at Titanic Belfast on Saturday night...unique and genuinely moving! http://t.co/AVkG3dm5

I wanna go to that titanic building in belfast so badddddddd!!

SENTIMENT TOWARDS THE LIVERPOOL EXHIBITION


90.00%

80.00%
70.00% 60.00% 40.00% 30.00% 10.00% 0.00%
n=11

It is encouraging to note that zero negative sentiment towards the Liverpool exhibition was detected, in contrast to the Belfast exhibition.

Reviews and recommendations inspired the greatest volume of positive sentiment (35.71%) followed by expressions of wanting to visit the exhibition (28.57%).
Twitter reviews and recommendations in praise of the exhibition perhaps provide an opportunity to further disseminate positive buzz via retweets (from @LivMuseums).

Percentages exclude mentions expressing no sentiment.

Neutral 0.00%

20.00%
Dislike 0.00% Hate 0.00%

Like 18.18%

Love 81.82%

50.00%

SENTIMENT TOWARDS TITANIC BELFAST


60.00%

50.00%
40.00% 30.00% 20.00% Dislike 23.33% Neutral 3.33% 10.00% 0.00%
n=180

Like 55.56%

Thirteen total topics of conversation inspired negativity towards the Titanic Belfast exhibition; the most prominent topics were ticket price and availability (15.56%), the exhibitions impact on the city of Belfast (13.33%) and public access to the grand staircase (13.33%). Similar to Liverpool, positivity towards the Belfast exhibition were mainly inspired by reviews and recommendations for the exhibition (34.01%) followed by excitement displayed for going or wanting to go to Titanic Belfast (19.05%).

Percentages exclude mentions expressing no sentiment.

Love 16.67%

Hate 1.11%

WHERE THE LIVERPOOL EXHIBITION WAS DISCUSSED


Liverpool mentions by UK region

Scotland 1.9%

Northern Ireland 0.0%


North West 56.6%

North East 0.0% Yorkshire & Humberside 0.0%

Whilst the largest share of social media activity was in the North West, mentions of the Liverpool exhibition reached beyond local interest particularly in the East Midlands (28.3%).

n=53
Wales 0.0%

West Midlands 1.9%

East Midlands 28.3%

East England 1.9%

South West 0.0%

Greater South London East 7.5% 1.9%

WHERE THE TITANIC BELFAST WAS DISCUSSED


Belfast mentions by UK region

Scotland 4.6%

Northern Ireland 63.5%


North West 8.5%

North East 0.6% Yorkshire & Humberside 3.3%

Unlike Liverpool, the majority of Titanic Belfast mentions were locally based, without particular significance in another geographical area.

n=779
Wales 0.6%

West Midlands 2.2%

East Midlands 1.8%

East England 1.5%

South West 3.2%

Greater South London East 6.8% 3.2%

METHODOLOGY

The search used to form this analysis ran from 29 March 2012 to 12 April 2012, focussed on English language content and produced 688,376 results, 1,130 of which were relevant to this analysis. In order to be deemed relevant to this analysis, results must be related to a Titanic Exhibition and be from within the United Kingdom. The 1,130 results produced 5,520 pieces of data a ratio of 4.88 pieces of data per relevant result. Data refers to a refined relevant result a result that has been considered, and topics and values applied to produce a piece of data. It should be noted that data is not linear, and not every result provides data to every area of inquiry. The n value (n=x) indicates the volume of data used in answering each area of inquiry.

CONTACT DETAILS

Matthew Cain Trufflenet Third Floor Grant House 56 60 St. John Street London EC1M 4HG T: +44 (0) 20 7812 6565 E: matthew.cain@trufflenet.com www.trufflenet.com

CONTACT DETAILS

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