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Media Analysis 3 SOCIAL

Media Analysis 3 SOCIAL MEDIA: SOCIAL MEDIA METRICS FOOTBALL ASSOCIATION WALES | VAUXHALL WALES HISTORICAL ANALYSIS | DECEMBER 2016 | 14 Table 8: Vauxhall’s Branded Mentions by Platform Table 8: Vauxhall’s Branded Mentions by Platform Number of Platform Number mentions of Platform mentions Twitter 33,684 Twitter 33,684 Facebook 1,179 Facebook 1,179 Tumblr 10 Tumblr 10 Blogs 3 KPIs Blogs 3 Other 37 Social KEY media PERFORMANCE metrics METRICS Other 37 Total 34,913 Event Wales Internationals Total 34,913 Table 9: Top Five Twitter Hashtags Location Worldwide • The most used tweet hashtag during the monitoring Table 9: Top Five Twitter Hashtags Number of period* was Date #Getin, December which 2015 was - used December in 2016 Hashtag 63% of the total Number mentions of Hashtag #getin mentions 21,920 tweets. • The most used tweet hashtag during the monitoring #getin#wal 21,920 9,768 • Vauxhall Wales’ period Man * was of the #Getin, Match which tweet was used for the in 63% Wales of the #wal #togetherstronger 9,768 3,231 Vs. Belgium Euro total 2016 tweets. Quarter-final (pictured above) #togetherstronger #eng 3,231 2,688 was the most retweeted post, being retweed 2,031 • Vauxhall Wales’ Man of the Match tweet for the #eng#semifinal 2,688 2,056 times^ and reaching 4.9 million people globally. Wales Vs. Belgium Euro 2016 Quarter-final (pictured #semifinal Table 10: @FAWales & @VauxhallWales Twitter followers 2,056 growth (% increase, 11 June - 11 July 2016) • The United Kingdom generated the largest proportion above) was the most retweeted post, being retweed 10% of branded tweets, accounting for 39% of the total Table 10: @FAWales & @VauxhallWales Twitter followers growth (% increase, 11 June - 11 July 2016) 2 JULY @VAuxhallWales +9.2% mentions produced 2,031 times^ on the and platform. reaching 4.9 million people 10% @VAuxhallWales 8% 2 JULY @FAWales globally. +9.2% @FAWales 8% • The United Kingdom generated the largest proportion 6% of branded tweets, accounting for 39% of the total 6% 4% 22 mentions produced on the platform. JUNE 4% 22 +1.7% 2% JUNE +1.7% 2% 0% 0% *The monitoring period for social media spanned from the 14th December 2015 to 14th December 2016 ^total retweets as of 8 December 2016 11/06 13/06 15/06 17/06 19/06 21/06 23/06 25/06 27/06 29/06 10/07 03/07 05/07 07/07 09/07 11/07

Media Analysis Table 11: Top Ten Videos by View Count Digital viewership metrics • YouTube accounted for the majority of the total digital viewership generated by Vauxhall’s sponsored content (89%), delivering a 0.6 million viewers from 50 minutes of online videos. This returned an Advertising value of £7,936. • #GetIN with Robbie Savage - What’s the competition? was the most watched video in relation to the Welsh team, featuring Vauxhall branding and the official hashtag #GetIN. The video accounted for 65% of the total views generated, due to both the video starring former Wales’ footballer and current social media guru Robbie Savage and due to video covering the most anticipated game of the Euro 2016: England Vs. Wales. Number of Video Title Platform Views Duration #GetIN with Robbie Savage - What’s the competition? YouTube 447,026 0:00:31 Aaron Ramsey, Joe Ledley and Chris Gunter launc Vauxhall’s #GetIN.. YouTube 55,321 0:03:17 Ashley Williams & Neil Taylor | Carpool Karaoke YouTube 49,038 0:04:51 Wales Through to Euro semis - Fan build up and goal... YouTube 34,863 0:04:04 Chester and Robson - Knau surprise Wales supporters Facebook 28,648 0:01:44 Joe Allen | You’d never guess Facebook 11,700 0:02:34 Aaron Ramsey, Joe Ledley & Chris Gunter launch.. Facebook 10,648 0:03:18 #GetIN Surprise | Wales v Northern Ireland Facebook 9,928 0:00:56 You’d never guess | Hal Robson - Kanu Joe Allen | Quickfire Questions Table 12: Social Media Audience and Duration by Platform 11% Facebook 8,913 0:02:22 YouTube 7,567 0:01:14 Number of Platform Views YouTube 610,499 Facebook* 77,582 Total 688,081 *Videos are from the official Vauxhall Wales Facebook page 89% YouTube Facebook

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