CAIRNGORMS NATION­AL PARK AUTHOR­ITY Paper 4 Annex I 29^th March 2019

CNPA Digit­al 2018

• 197,506 Num­ber of times the web­site was vis­ited in 2018
• 33,072 Was the size of the CNPA’s social media fol­low­ing at the end of 2018
• 3,914,261 The com­bined reach of our con­tent on social media in 2018
• 7,530 The num­ber of new social fol­low­ers CNPA gained in 2018.

Lar­ger than Mongolia If our social media reach was a coun­try it would be slightly big­ger than Mongolia.

CNPA Web­site in 2018

Users 174,431

Ses­sions 240,968

Pageviews 694,839

10 most vis­ited pages on the web­site in 2018

• Home Page 138,140
• Dis­cov­er and Explore 49,433
• Things to do 26,404
• Scen­ic routes 21,246
• Jobs 19,793
• Walk­ing Trails 40,746
• Plan­ning a vis­it 26,386
• Com­munity Paths and trails 13,939
• Photo Posts 8,798
• Park Author­ity 9,471

Met­ric: Pageviews

• +12% Increase in web­site users in 2018
• +10% Increase in new web­site users com­pared to 2017
• +21% Increase in return­ing web­site users com­pared to 2017
• -12% Decrease in num­ber of pages viewed in 2018 com­pared to 2017
• +23% Increase in mobile users com­pared to 2017

Tab­let 12.03% Mobile 36.30% Desktop 51.67%

CNPA Social Media in 2018

• Ins­tagram 5.05%
• Twit­ter 46.69%

• Face­book 48.26%

• 7% Engage­ment Rate

• 2% Engage­ment Rate

Social Media Engagements

• 125,885 Face­book
• 47,365 Twit­ter

The aver­age Face­book engage­ment rate has increased from 4% in 2017 to 7% in 2018. The aver­age Twit­ter engage­ment rate has remained the same.

Social Media Reach

• Janu­ary
• Feb­ru­ary
• March
• April
• May
• June
• July
• August
• Septem­ber
• Octo­ber
• Novem­ber

• Decem­ber

• Face­book Reach

• Twit­ter Impressions

CNPA Social Media Campaigns

• Main Issues Report LDP (Jan-March)
• Forest Strategy Con­sulta­tion (Feb-Mar)
• Volun­teer Open Day (Jan)
• Youth Mani­festo (Apr)
• CNBW18 (Mar-May)
• Health Walks (Mar-Apr)
• SGov Board Nom­in­a­tions (May-June)
• Volun­teers Week (June)
• EURO­PARC (Jul-Sept)
• Nation­al Parks Week (Jul)
• CNP 15^th Anniversary (Sept)
• Wee Walks Week (Sept)
• CNPA Board Elec­tions (Novem­ber — Mar 19)
• Women in Wel­lies (Oct)

• Volun­teer Awards (Oct-Nov)

• +67% Increase in num­ber of fol­low­ers for the Cairngorms Nation­al Park Face­book Page

• +35% Increase in fol­low­ers for the Cairngorms Act­ive Face­book page
• +7% Increase in fol­low­ers for the Cairngorms Nature Face­book page
• +76% Increase in reach for the Cairngorms Nation­al Park page between 2017 and 2018
• 125,885 Num­ber of engage­ments (likes, com­ments, shares, clicks etc) across Face­book in 2018
• +85% Increase in engage­ments for Cairngorms Nation­al Park posts between 2017 and 2018
• +50% Increase in engage­ments for Act­ive Cairngorms posts between 2017 and 2018
• -58% Decrease in engage­ment for Cairngorms Nature posts between 2017 and 2018

Pre­pared by Sian Jam­ieson, Digit­al Cam­paigns Officer 2019