Maggie Hughes Mashable’s Social Media Day

Twin Cities Case Study

Mashable’s Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. This year, The Social Lights are going to be the organizers for Social Media Day Twin Cities.

I volunteered to organize Social Media Day Twin Cities. My challenge was to create an event or a campaign that enticed people to share their love for Minneapolis and/or Saint Paul organically through social media.

Then the #MPLSIs + #STPIs Campaign was born. This campaign invited people to share pictures and videos about Minneapolis and Saint Paul using #MPLSIs or

Our Goals were to get Minneapolis Mayor R.T. Rybak and Saint Paul Mayor Chris Coleman to declare June 30th as Social Media Day in their respective cities. We also wanted to reach influential Minnesotan bloggers and community managers and encourage them to participate in the campaign.

The Plan: I drafted letters to Mayor Rybak and Coleman for proclaimations. Then I wrote blog posts about the campaign and contacted influencers in The Twin Cities area and created the tumblr page Social Media Day Twin Cities.

The Social Lights® LLC 1000 LaSalle Avenue | Mail SCH 331 | Minneapolis, MN 55403  

Mayor R.T. Rybak 350 S. 5th St., Room 331 Minneapolis, MN 55415 Phone: (612) 673-2100 Dear Mr. Mayor (aka @MayorRTRybak), Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. Our company, The Social Lights®, has taken the initiative as Mashable’s Social Media Day organizers to unite our city with the rest of the world in celebrating our social media connectedness. We respectfully ask that you proclaim Sunday, June 30, 2013 as Social Media Day in Minneapolis. As an avid social media user yourself (and the first mayor in the United States to use Twitter), you truly understand the importance of creating connections through social media. The City of Minneapolis uses social media platforms to engage constituents in a two-way conversation, distribute information, build civic pride, and connect members of our community each and every day. Advances in social media technology have allowed for Minnesotans to be as connected as ever, and you have grown to be our city’s foremost social media influence (yes we follow you on Twitter and giddily RT’d your crowd-surfing photo at the Trampled By Turtles concert at First Ave last year!). Minneapolis is home to some of the most innovative advertising and digital media agencies in the U.S., and we are proud to be located in the strongest creative community in the country. Social media is a large component of our industry and has allowed for many entrepreneurs, like us, to create jobs within the local economy. We started The Social Lights® after recognizing a need to help locally based companies such as 2 GINGERS® Whiskey, FINNEGANS, and Green Mill Restaurants grow their businesses through social media. Social Media Day will allow industry professionals and the public alike to celebrate the technology that connects families and friends, promotes innovation, and employs thousands of Minnesotans. We respectfully ask that you proclaim June 30, 2013 as Social Media Day in Minneapolis! Thank you,

Martha McCarthy and Emily Pritchard Co-Founders of The Social Lights, LLC

Letters to Minneapolis + St. Paul Mayors

The Social Lights® LLC 1000 LaSalle Avenue | Mail SCH 331 | Minneapolis, MN 55403  

Mayor Chris Coleman 390 City Hall 15 W. Kellogg Blvd. Saint Paul, MN 55102 Phone: (651) 266-8510 Dear Mr. Mayor (aka @mayorcoleman), Social Media Day is a global celebration of the technology that allows people to connect with one another across cities, states, and nations. Since 2010, Social Media Day has been officially recognized by more than 20 cities across the globe. Our company, The Social Lights®, has taken the initiative as Mashable’s Social Media Day organizers to unite our city with the rest of the world in celebrating our social media connectedness. We respectfully ask that you proclaim Sunday, June 30, 2013 as Social Media Day in Saint Paul. As an avid social media user yourself and the mayor of the “Most Livable City in America,” you truly understand the importance of creating connections through social media. The City of Saint Paul uses social media platforms to engage constituents in a two-way conversation, distribute information, build civic pride, and connect members of our community each and every day. Advances in social media technology have allowed for Minnesotans to be as connected as ever. Social media is a large component of our industry and has allowed for many entrepreneurs, like us, to create jobs within the local economy. We started The Social Lights® after recognizing a need to help locally based companies such as the University of St. Thomas, FINNEGANS, and Green Mill Restaurants grow their businesses through social media. Social Media Day will allow professionals and the public alike to celebrate the technology that connects families and friends, promotes innovation and employs thousands of Minnesotans. We respectfully ask that you proclaim June 30, 2013 as Social Media Day in Saint Paul. Thank you,

Martha McCarthy and Emily Pritchard Co-Founders of The Social Lights, LLC

How does one celebrate Social Media Day Twin Cities? Let us count the ways. Here are 7 Ways To Celebrate Social Media Day in Minneapolis and Saint Paul this Sunday, June 30th. While you’re out and about, share what #MPLSis and #STPis to you on Twitter and Instagram!

1. Social Media Sunday Funday on a PatioCelebrate Social Media Day on one of the Twin Cities best patios. Thrillist MSP has done the hard work for you, highlighting The 7 finest outdoor drinking spots in the Twin Cities. Instagram a pic of yourself on a patio!

2. Beer Dabbler at PrideTweet about the legalization of same-sex marriage in Minnesota and the repeal of DOMA while you toast at the Beer Dabbler during the pride festival. #MPLS isDabblin’

3. Music and MoviesGrab a spot at the Lake Harriet Bandshell and Vine the celtic sounds of Heritage and the upbeat performance of the Minneapolis Pops Orchestra. #MPLSis Jammin’

4. Pride FestivalCelebrate the legalization of same-sex marriage through social! Share your stories of love for each other and love for the city this Sunday! #MPLSis Love

5. Jazz Festival in Saint PaulCheck out the jazz musicians at the largest jazz event in The Twin Cities.#STPis Jazzy

6. Twins GameSpend your Sunday at Target Field watching the Twins knock another one out the park. Tweet the picture of the home-run ball you catch. #MPLSis Baseball

7. Minnesota Food Truck FairSnap a picture of your yummy food at the Food Truck Fair. Make sure you share it with all of your instagram followers. #MPLSis Food

Blog Post Copy + Posts from Campaign

Full Blog Post found at: http://www.theso-cial-lights.com/7-ways-to-celebrate-social-media-day-twin-cities/

Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8

0

5

10

15

from June 24, 2013 - July 8, 2013

@TheSocialLights

The Social Lights

across all Twitter and Facebook accounts

Incoming Messages 105

Sent Messages 79

New Twitter Followers 46

New Facebook Fans 6

128 INTERACTIONS

BY 80 UNIQUE USERS

81,426 IMPRESSIONS

across all Twitter accounts

FOLLOWER DEMOGRAPHICS

55%MALE FOLLOWERS

45%FEMALE FOLLOWERS

18-20

21-24

25-34

35-44

45-54

55-64

65+

TWITTER STATS

46New Twitter Followers in this time period

103Link Clicks

65Mentions

25Retweets

DAILY INTERACTIONS @MENTIONS 65 RETWEETS 25 OUTBOUND TWEET CONTENT

40 Plain Text

21 Links to Pages

7 Photo Links

From June 24-June 30 I monitored The Social Lights social media interactions during the height of the campaign. I interfaced with the campaign participants and tracked engagement levels. Here are the stats for The Social Lights Facebook and Twitter pages during the campaigns. During my internship I utilized social monitoring software Sprout.

0

1

2

Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8

Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8

0

1000

2k

from June 24, 2013 - July 8, 2013

The Social Lights

FAN GROWTH 438 Total Likes, and 24 people talking about this New Fans 6 Unliked your Page 0

PAGE IMPRESSIONS Impressions 7,135 by 2,226 users

IMPRESSIONS

Page Post 695Mention 565Other 328Fan 165User Post 8

Paid 0Organic 5.2kViral 1.8k

BY DAY OF WEEK AVG TOTAL

SunMonTueWedThuFriSat

151.5376.3185.58271.1k509.5230.5

3031.1k3711.7k2.2k1.0k461

IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page

AGE & GENDER

13-1718-2425-3435-4445-5455+

8 / 4

258 / 515

313 / 335

158 / 201

57 / 120

27 / 66

40% Male

60% Female

TOP COUNTRIES

United StatesUnited KingdomAustraliaIndiaBelgium

2.0k601085

TOP CITIES

Minneapolis, MNSaint Paul, MNBuffalo, NYChicago, ILNew York, NY

744290734433

Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6

60

65

70

75

Jun 26 Jun 28 Jun 30 Jul 2 Jul 4 Jul 6 Jul 8

0

5

10

15

from June 24, 2013 - July 8, 2013

@TheSocialLightsThe Social Lights®

1,126total followers

60 connectionsmade in this time period

New Followers 46

You Followed 32

@ Mentions 65

Messages Sent 68

Messages Received 67

Clicks 103

Retweets 25

Measure how you're conversing with your audience

MY SOCIAL SCORES INFLUENCE 74 ENGAGEMENT 70 TWEETING BEHAVIOR

Conversation Updates70% 30%

New Contacts Existing24% 76%

Learn more about your audience to shape your messaging & campaigns

BY AGE RANGE

18-20

21-24

25-34

35-44

45-54

55-64

65+

BY GENDER

55%MALE FOLLOWERS

45%FEMALE FOLLOWERS

Measure performance on your outbound tweets

DAILY INTERACTIONS @MENTIONS 65 RETWEETS 25 OUTBOUND TWEET CONTENT

40 Plain Text

21 Links to Pages

7 Photo Links