Venue selection

Festival Impact Monitor

www.bournemouth.ac.ukwww.bournemouth.ac.uk4EEE Venue selection1Why this process?Understand the impact of events and festivals using social mediaBenchmark Events and Festivals social media engagement

www.bournemouth.ac.ukFestIM

www.bournemouth.ac.ukWork to dateUK Festivals and EventsBirmingham MelaBournemouth Air showEdinburgh FringeGlastonburyLuton Carnival (2012&2013)Notting Hill Carnival (2012&2013)Pontys Big Weekend 2013

International FestivalsAmsterdam Dance Event 2013Calabar Festival 2013Trinidad Carnival 2013, 2014

www.bournemouth.ac.ukCurrent Event Management ResearchThe events industry is establishedExpositions, Sport marketingConcert productions, However, still new as an academic field of study and a research topic ( Mair and Whitford 2013)

www.bournemouth.ac.ukCurrent Event Management WorkImpact and evaluation studies : economic and non economic Motivation and perceptions of visitors and residentsEnvironmental studies. Sustainability and greeningPolitical studies. Power and politics relationships between governments, event organizers and communitiesManagement studies: Festival management, destination management, stakeholders, marketing, CSR and competition

www.bournemouth.ac.ukExisting Event Management Research MethodsMost research based on single or a few cases, generally within the same culture and environment as the researcher. (Getz 2010)Convenience SamplesStructural Equation Modelling Few whole-population studies have been attempted in the festivals and events sectors. Little research on actual experiences Few Cross-cultural comparisons of festivals

www.bournemouth.ac.ukNon Economic Impact Evaluation ApproachesEvaluation MethodConventional UsageStrengthsPossible Limitations SurveyStakeholder analysis, ParticipantMotivation Low cost,Multiple options for distributionIgnore segments of population, Relatively low response rates Focus GroupExplore attitudes, beliefs and sentimentsBroad exploration of issuesDifficult to determine validity of findings, Relatively expensiveInterviewsRich data, Broad exploration of issuesRelatively expensive, Time consumingContent AnalysisValue and sentiment of media coverage Wide coverage and Deep explorationResource intensive, Relatively slowwww.bournemouth.ac.ukEmergence of Online Computer Media InteractionChanges in information technology and devices enable new forms of interactionBlogs WikisSocial network sitesVirtual Communities

Community of interest Common interestOther social or emotional ties may not be necessarywww.bournemouth.ac.ukCan support Event researchEvents host a hybrid virtual/physical communityVolume of dataCensus approach vs SamplingAuthentic (can be sent from festival site)Low cost to processSupports comparison/benchmarkingEnables open research: Methods and data can be made accessible for reviewwww.bournemouth.ac.ukResearching Online CommunitiesResearcher PresenceQuantitativeQualitativeObtrusive/ReactiveOnline surveysOnline interviewsOnline lab experimentsOnline focus groupsOnline field researchUnobtrusive/ Non ReactiveQuantitative web content analysisQualitative web content analysisSocial Media network analysisOnline field experimentsOnline natural experimentswww.bournemouth.ac.ukUnderlying topic/ interest communitiesUnclassifiable TextStatistical Text AnalysisSentiment (Number of positive and negative words)Topic ContentSocial Media Stream + User ProfilesSocial Network Analysis by user location and topicHuman Classification

www.bournemouth.ac.ukSocial network perspectiveEmphasis on structure of social relationsRelationships are unit of analysisInterdependence of actors

www.bournemouth.ac.ukTwitter as an information networkFollows MentionsRetweets

Person APerson BPerson CPerson A follows Person BPerson C mentions Person B in tweetABCTwitter network: Directed, unweighted graphwww.bournemouth.ac.ukSNA 101Nodeactor or People on which relationships actEdgeRelationship connecting nodes; can be directionalCohesive Sub-GroupWell-connected group; clique; clusterKey MetricsCentrality (group or individual measure)Number of direct connections that individuals have with others in the group (usually look at incoming connections only)Measure at the individual node or group levelCohesion (group measure)Ease with which a network can connectAggregate measure of shortest path between each node pair at network level reflects average distanceEDFACBHGIABDEwww.bournemouth.ac.uk15SNA 101Key MetricsDensity (group measure)Robustness of the networkNumber of connections that exist in the group out of 100% possible Betweenness (individual measure)shortest paths between each node pair that a node is onMeasure at the individual node levelNode rolesPeripheral below average centralityCentral connector above average centralityBroker above average betweennessEDFACBHGICDEwww.bournemouth.ac.uk16Real World NetworksScale FreeDistribution of connections may follow a power lawPreferential attachmentForm subgroups with a specific demographic or topic focusThese properties can be used to identify the stakeholder groupings in online event conversations

www.bournemouth.ac.ukUse statistics to add a numerical dimension to unstructured textAnalyze content of conversations in stakeholder groupingsUnderstand the topics of conversations in online stakeholder groupings Statistical Text AnalysisStone, Philip J. "Thematic text analysis: New agendas for analyzing text content."Text analysis for the social sciences: Methods for drawing statistical inferences from texts and transcripts(1997): 35-54.www.bournemouth.ac.ukOnline Festival ParticipantsSize (volume of tweets)Span (pattern of topic engagement) Scope (Geographic range of online participants ) www.bournemouth.ac.ukLarge Live Audience>250,000(Relatively)Small Live Audience< 50,000Size: Large Virtual Audience > 100,000 interactionsSmall Virtual Audience < 10,000 interactionswww.bournemouth.ac.ukLarge Live Audience>250,000(Relatively)Small Live Audience< 50,000Span: Multiple distinct topic communitiesSmall Span of few large topic communitieswww.bournemouth.ac.ukLarge Live Audience>250,000(Relatively)Small Live Audience< 50,000Scope: Global PresenceLocal Presencewww.bournemouth.ac.ukFindings from the 2013 Air ShowGap between online and offline presenceEngagement from Bournemouth and Dorset based stakeholders Air Festival social media dominated by media stakeholderswww.bournemouth.ac.ukBournemouth Air ShowWhat is the overall online presence of the festival?Volume of activityDistribution of activityGeographic distribution of tweetsWhat is the level of engagement?Size of information network (number of rt, replies, etc)Shape of information network (brand, etc)What are the Interests of engaged stakeholders?Topics discussedMeaning of topicsWhat are the characteristic s of engaged stakeholders?Characteristics of groups within stakeholder networkGroup member characteristicsSummary of Profile Descriptions (Location, stated occupation)

www.bournemouth.ac.ukOverall Online Presence www.bournemouth.ac.ukLevel of EngagementGraph MetricBournemouth LocationBournemouth Air ShowVertices (Number of Users) 279822158Unique Edges (Unique tweet content)235242066Duplicate Tweet content65781133Total Edges301023199www.bournemouth.ac.ukSocial Communities (Bournemouth Location)

Bazaar StructureLarge number of CommunitiesHigh degree of interconnectionsLargest community is 40% of totalwww.bournemouth.ac.ukInterests of Engaged StakeholdersGroup#Bournemouth Location Main themesBournemouth Air Festival Main Themes1Destination related topics. Dominated by conversations about the air festival and related issues. Over 2/3rd of the Air Festivals vertices are contained within Group 1Dominated by official media coverage by Bournemouth Media2Football Related topics of discussion including rival teams and players.Dominated by discussions of Night Air Concert staged as part of the Air Festival3Narratives on Music related topics. Fans and Performers at Night Air and other music actsBournemouth media discussions of non air festival topics4Bournemouth visual content sharing. Videos and photos of Bournemouth Locations including the beach and town Fans of bands and performers at Night Air Concert5Discussions on events and parties in the Bournemouth Location. Service providers, minor celebritiesBournemouth Blog communitywww.bournemouth.ac.ukCharacteristics of Engaged StakeholdersBournemouth LocationBournemouth Air Show1Bournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UKBournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UK2Highly international. Dominated by users from Europe.Bournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UK3Highly international. Dominated by users from Europe.Bournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UK4Dominated by non Bournemouth UK residentsBournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UK5Dominated by Bournemouth and UK residentsBournemouth region (Dorset) terms mentioned most often. Little evidence of users from outside UKwww.bournemouth.ac.ukAnalysisDestination generates similar traffic to EdinburghGap between online and offline presence for festivalFestival generated 9,000 Tweets, < 1000 impressions in other social media platformsEvents with similar attendance generate 3 to 5 times the amount of Social media trafficwww.bournemouth.ac.ukAnalysisBournemouth and Dorset based stakeholdersAir Festival dominated by media stakeholdersDifficult to sustain engagement outside of the festival

www.bournemouth.ac.ukRecommendationsShift to broader pattern of engagement Bazaar vs BrandSocial media internsSocial media metric trackingwww.bournemouth.ac.ukJudith Mair, Michelle Whitford, (2013) "An exploration of events research: event topics, themes and emerging trends", International Journal of Event and Festival Management, Vol. 4 Iss: 1, pp.6 30Donald Getz, 2010 International Journal of Event Management Research Volume 5, Number 1, 2010 www.ijemr.org Page 1 IJEMR All rights reserved THE NATURE AND SCOPE OF FESTIVAL STUDIES

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