190329CNPABdPaper4Annex1C&EDigitalOverview2018

CNPA Digit­al 2018

Cairngorms Nation­al Park Authority Paper 1 — Janu­ary 17^th March 2019

Key Fig­ures:

• 197,506: Num­ber of times the web­site was vis­ited in 2018
• 33,072: Size of CNPA’s social media fol­low­ing at the end of 2018
• 3,914,261: Com­bined reach of con­tent on social media in 2018
• 7,530: Num­ber of new social fol­low­ers gained in 2018

Lar­ger than Mon­go­lia: If the social media reach were a coun­try, it would be slightly lar­ger than Mongolia.

CNPA Web­site in 2018

Met­ric	Value
Users	174,431
Ses­sions	240,968
Pageviews	694,839

(Graph show­ing user met­rics with values)

Per­cent­age Changes (com­pared to 2017):

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

10 Most Vis­ited Pages (Met­ric: Pageviews):

(Bar chart show­ing top 10 pages and their views):

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

Web­site Traffic Distribution:

• Desktop: 51.67%
• Mobile: 36.30%
• Tab­let: 12.03%

CNPA Social Media in 2018

Fol­low­ers:

• Face­book: 48.26%
• Twit­ter: 46.69%
• Ins­tagram: 5.05%

Total Fol­low­ers:

• Face­book: 125,885
• Twit­ter: 47,365

(Pie chart show­ing fol­low­er distribution)

(Line graph show­ing social media reach over time)

Engage­ment Rates:

• Face­book: 7%
• Twit­ter: 2%

(Note: The aver­age Face­book engage­ment rate increased from 4% in 2017 to 7% in 2018. The aver­age Twit­ter engage­ment rate remained the same.)

Social Media Cam­paign Performance:

• +67%: Increase in 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 (2017−2018)
• 125,885: Num­ber of Face­book engage­ments (likes, com­ments, shares, clicks) in 2018
• +85%: Increase in engage­ments for Cairngorms Nation­al Park posts (2017−2018)
• +50%: Increase in engage­ments for Act­ive Cairngorms posts (2017−2018)
• -58%: Decrease in engage­ment for Cairngorms Nature posts (2017−2018)

(Pre­pared by Sian Jam­ieson, Digit­al Cam­paigns Officer 2019)