2016-Cyber-Security-Report-visualization 07 MS
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DigitalMass helped create a multi-channel cyber security awareness campaign for MassIT that included social media posts, blog articles, videos, billboards, and an event. Through 232 tweets, 13 Facebook posts, 4 blog articles, and 87 billboard displays across Massachusetts, the campaign saw over 28 million average daily social media impressions and helped double website traffic for cyber security information compared to the previous year.
2016-Cyber-Security-Report-visualization 07 MS
- 1. digitalMass 2015 CYBER SECURITY REPORT Overview Social Media Blog Website Billboards Eventbrite Twitter Facebook Videos
- 2. Microsite Billboard Locations InfographicsEvent Animated Videos Tweets Facebook Posts Blog Posts OverviewCYBERSECURITY2015 1 October is National Cyber Security Awareness Month. In an effort to spread awareness and provide cyber safety tips and government insights to the public, DigitalMass helped create a content strategy to promote MassIT’s annual campaign. The Cyber Security Campaign included: 1 87 4 4 71 232 13
- 3. CYBERSECURITY2015SocialMedia Billboards Throughout the month of October around the world, there were more than 187,000 mentions and 28 million average daily impressions on social media for search terms related to cyber security. DigitalMass capitalized on this global trend, using top-performing social media channels such as Twitter and Facebook to increase awareness of the Cyber Security Campaign. FEMALE 28% negative 3% neutral 84% MALE 72% positive 13% #massitcyber #cyberaware #cybersecurity cyber security awareness month Oct. 5 Seach Terms Word Cloud Overall Sentiment Gender Distribution 40M 20M Oct. 12 Oct. 19 2015 Cybersecurity online Business October learn internet risk safe NationalCyber 187kMentions 151kTweets 18kMentions 7.2kMentions 4.8kMentions 10kShares 4.6kLikes 64kRetweets 28MAvg. Daily Impressions 2
- 4. CYBERSECURITY2015 DigitalMass sent out 232 tweets through three Twitter accounts, including our @MassGov handle, and coordinated shares between them to amplify the messaging and gain more than 167,000 impressions. Each account saw an increase of followers in response to the cyber security content we created. Twitter # of Tweets Impressions Engagement Rate Retweets Likes URL Clicks Media Views 11 34,299 .5% 32 21 36 923 @MassGov 57 36,677 .68% 49 41 62 411 @MassachusettsIT 164 96,111 .95% 143 95 188 795 @MassCyberAlerts 232 167,087 .71% 224 157 286 2,129 TOTAL +2.76% +4.23% +15.71% Followers Followers Followers 1,040 3
- 5. CYBERSECURITY2015 Facebook is a social media platform that is known for its high engagement rate among users. Although our Facebook account was only launched in August, the cyber security content we pushed out through the platform inspired a 5% engagement rate, was shared 217 times, and was liked 117 times in October alone. This content also helped increase our page likes by +8.32% in that time. The statistics show that our cyber security Facebook content generated a higher rate of positive sentiments (37%) than the topic did globally on social media (13%). Facebook FEMALE 63% MALE 37%Gender Distribution +8.32%Page Likes Oct. 6 3K Oct. 16 Oct. 26 736Avg. Daily Rveach 13 Posts 217 Shares 117 Likes negative 4% neutral 59% positive 37% Overall Sentiment 5% Engagement 4
- 6. CYBERSECURITY2015 DigitalMass published four blog posts about cyber security on the MassIT blog. The four posts boosted cyber security to the most popular category on the MassIT blog, accounting for 79.2% of the total pageviews in October. In that time, 66.2% of the users visiting the MassIT blog found it through social media, and 11.7% found it by typing in our user-friendly URL. Blog How Strong Are Your Passwords? Where’s My Data? Don’t Ignore MobileUnderstand Malware 3,846 Pageviews Cyber Security Blog Posts 27.8% 24.7% 43.6% 3.8% MassIT Blog Total Pageviews Blog Pageview Traffic Sources Source: Google Analytics – October 2015 Referral Traffic Organic Traffic Direct Traffic Social Media Hyperlinks Google Search URL Input 1.19% 11.7% 79.2% 66.2% /cyber-security/ 3,846 Pageviews 5
- 7. CYBERSECURITY2015Videos Secure Your Network Consider the Cloud Don’t Ignore MobileThink About Paper To supplement the cyber security blog posts, the DigitalMass team created four original animated videos to visualize the cyber security tips provided by MassIT and encourage more engagement with the content. 6
- 8. CYBERSECURITY2015 Cyber Security Landing Page Oct. 2014 100% Oct. 2015 Oct. 2015 Oct. 2015 Website Pageviews Entrances Avg. Time on Page October 2015 vs October 2014 Comparison Out of the 4,710 pageviews the MassIT cyber security website received, 14.06% came from the landing page DigitalMass created and promoted. Compared to October of 2014, the cyber security website saw more than double the amount of pageviews and entrances, and users were able to find what they were looking for faster. Source: Google Analytics – October 2014 & October 2015 4,710 Pageviews 14.06% Cyber Security Website +166.94% +136.65% -26.62% 7
- 9. CYBERSECURITY2015 Source: MassDOT PSA Proof-of-Play Report – October 2015 Exposure 77,812 74,588 152,400 423.33 216.14 207.19 Hrs Displayed 87 MassIT Billboards Geolocation Map + = + = In addition to web and social content, DigitalMass created digital billboards to promote the campaign across Massachusetts through the state-run MassDOT PSA billboard program. Two billboard graphics were displayed at 87 locations for a total of 423.33 hours, gaining a combined total of 152,400 views throughout the month. Billboards 8
- 10. CYBERSECURITY2015 As a part of the Cyber Security Campaign, MassIT also hosted a half-day event for Cyber Security Awareness Day. DigitalMass set up an Eventbrite page to publicize and monitor interest in the event, and promoted it through social media and email outreach. The event page gained more than 500 pageviews, and 129 people signed up through the platform. The event was a success, with more than 200 attendees. Eventbrite Boston, MA | Gardner Auditorium October 7, 2015 | Wednesday 8:30 a.m. to 12:30 p.m. (EDT) Connect With Care: Cyber Security Awareness Day in Massachusetts 516 Pageviews129 Tickets Sold 9