The Union Metrics Blog

Archive for the ‘metrics’ tag

Golden Globes tweets reach 94 million Twitter users

with 11 comments

The results are in – the Golden Globes were held last night and the Twitter traffic was off the charts! TweetReach, in partnership with mhCarter Consulting and the Hollywood Foreign Press Association, tracked and analyzed all of the tweets during the broadcast of the 69th annual awards show.

We watched for all mentions of Golden Globes during the broadcast and with close to 1 million tweets from almost 300,000 contributors generating over 2.2 billion impressions, the results came in at three times the Twitter volume we saw in 2011.

While “The Artist” and “The Descendants” walked away with most of the awards, what tweets drove the buzz? Check out the infographic below for the details!

TweetReach at the Golden Globes

Written by Dean Cruse

January 16th, 2012 at 7:45 am

Announcing the all new TweetReach Report 2.0!

with 5 comments

We’re so very excited to announce the all-new TweetReach Report 2.0! With a brand new look and some great new metrics, the updated, upgraded version of our snapshot report is smarter and better than ever.

Believe it or not, we ran our very first TweetReach report in April 2009. And in the two and half years since that first report, we’ve run millions and millions of reports for customers all over the world. But the report hasn’t really changed much since then. Until now, that is. We’ve given the entire report a massive facelift and added in a lot of the metrics you’ve been asking us for. Take a look…


New Report Changes

Some of our favorite new report features include:

  • Top tweets make it easy to identify the most retweeted tweets
  • Top contributors make it easy to identify the most influential and engaged participants
  • Graphical timeline makes it easy to identify when key moments occurred throughout the duration of the conversation
  • Integrated contextual help makes it easy to figure out what a metric means and how we calculate it

We haven’t removed anything from the old report; we’ve only added to it. And there won’t be an increase in cost for these new reports – quick 50-tweet reports are still free, and full reports are still $20. (As always, full reports will include all tweets made available by Twitter, which is usually up to 1,500 tweets from the past week.)

New Report Access

For the next few weeks, the new report will only be available to anyone who purchases a full report or anyone with a TweetReach Pro subscription or a free TweetReach account. So to try it out, either sign in to your current account or sign up for a free TweetReach account.

There’s more information in our helpdesk about the new report with detailed explanations of the new metrics, as well as list of new report FAQs. And please let us know if you have any questions!

Written by Jenn D

December 12th, 2011 at 11:19 am

Posted in Features,News

Tagged with , ,

This Week in Social Analytics #26

with one comment

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

How to create social media metrics that matter
Over at Mark Schaefer’s {grow} blog, Steve Goldner provides some concrete examples of how to obtain and retain social media commitment from clients.

Making Business Decisions Through Data
David Armano and Chuck Hemann co-wrote this piece that presents two different models for decision making based on listening to online conversations in real-time and acting on insights gathered from the data.

Social Media Metrics that Matter and Outcomes Analysis
Keith Burtis encourages marketers to stop worrying about aggregate data that don’t affect results. Focus instead on metrics that matter — those that drive conversions that are important to your business.

How to Measure Social Media ROI Like the Experts
Corey Eridon at Hubspot gives several tips on how to measure social media success, from initial visit to conversion across all of your social networks.

The Most Powerful Social Media Measurement Tool Money Can Buy
Amber Naslund suggests that despite all of the wonderful social media measurement tools out there, the best way to analyze your metrics is to use good old human-powered critical thinking. Use the best tool for the job, but use your brain to gain insights from the data.

Written by Dean Cruse

December 2nd, 2011 at 10:25 am

This Week in Social Analytics #25

without comments

Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

Flipping the Funnel: The Four Levels of Influence
Tom Webster suggests that marketers have it backwards by focusing on influencers. Instead, perhaps we should pay more attention to the influenced and on creating brand advocates.

Number of Fans and Followers is NOT a Business Metric – What You Do With Them Is
Jeremiah Owyang reminds us that vanity metrics don’t matter — business that comes from fans and followers are what is important.

Top 10 Takeaways from #ACCELERATE
Last week, a great group of #measure pros met at Web Analytics Demystified’s #ACCELERATE conference in San Francisco. In this post, Michele Hinojosa lays out her top 10 takeaways from the event.

Analysts, and executives, and monkeys. Oh My!
Lee Isensee summarizes some of his thoughts from the #ACCELERATE conference as well as the recent eMetrics conference and warns that analysts must not become isolated as “web analysts” and move beyond just analyzing data and building reports.

Gilligan Meets Super #ACCELERATE — Recreated
And in another #ACCELERATE wrap up post, check out Tim Wilson’s awesome presentation, and yes, it’s in rhyme.

Written by Dean Cruse

November 21st, 2011 at 9:38 am

This Week in Social Analytics #24

without comments

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Half of all social media campaigns go unnoticed, says new report
Jon Russell of The Next Web discusses data from a new Digital Life 2012 report by TNS that suggests that as many as half of all companies running social media marketing campaigns are seeing their messages ignored.

Social Media and the Sampling Problem
Gary Angel of Semphonic is skeptical of the validity of brand-tracking and sentiment analysis with social media due to poorly controlled sampling. He also discusses Elea Feit‘s work on brand word-of-mouth and sentiment at the Wharton Customer Analytics Initiative and warns analysts to beware of trusting sentiment analysis from social media.

Social Media Analytics: Three lessons for success
Ted Sapountzis of SAP summarizes his presentation at Business Insider’s recent Social Media Analytics conference, including measurement tips he has picked up from his work at SAP and through conversations with peers.

The One Social Media Metric You Need
Heidi Cohen asked several social media marketers and analysts to describe the most important element of their measurement strategy and summarized the results in this post. Some great ideas from Perry Drake, Rebecca Lieb, Brian Massey, Jim Sterne, and others.

How to create social media metrics that matter
On Mark Schaefer’s {grow} blog, Steve Goldner provides some tips for social marketers to help them develop their plan and provide meaningful metrics to their businesses.

Written by Dean Cruse

November 11th, 2011 at 1:59 pm

TakeFive with TweetReach – Michele Hinojosa

with 2 comments

Welcome back to TakeFive with TweetReach, our ongoing interview series with notable members of the social media analytics and measurement community. This week we’re thrilled to welcome Michele Hinojosa, a self-confessed analytics geek and Director of Digital Analytics at Red Door Interactive.

TweetReach: Welcome Michele! Let’s start with talking about how you got started with social analytics. What got you interested in measuring social?

Michele Hinojosa: I first got into digital measurement through web and advertising analytics at Kelley Blue Book. As I started expanding my horizons and wanting to learn more about the digital analytics industry, I started joining in conversations in social media — the Yahoo Web Analytics group, Linked In, Quora, but especially Twitter. For me, social analytics started mostly as a curiosity, just playing around with different solutions and analysing social traffic to my little blog, or analysing the social media behaviour of the online web analytics community through the #measure hashtag.

Now, at Red Door Interactive, my team of Digital Analysts and I get to help clients understand the impact of conversations they’re having with customers, including on the website, in social media or through a variety of acquisition channels.

TweetReach: What metrics are most important for your job and your company? What should we be measuring? Beyond that, is there anything we shouldn’t be measuring? Are there any “bad” metrics?

Michele Hinojosa: I don’t think there are “bad” metrics per se, just less useful ones. There is an evolution as companies grow from a simple like/follower approach to looking more at business impact. This isn’t really surprising, given a lot of companies also embark on social “because we should”, but without strategy or goals for doing so. Ideally, companies should embark on social initiatives with clear goals (e.g., decrease call center volume, drive sales, drive traffic to the website, save on other marketing budgets, etc) and understand what, in a perfect world, you would want to measure. From there, figure out if you can. Do you have the right toolsets? The necessary data integration? If not, come up with something that gets you close, or gives you directional insight while you build out the rest. I’m not saying wait until everything is perfect before you do anything, but make sure you know where you want to get before you start working towards it.

TweetReach: What are your recommendations for someone just getting started with social analytics? What should they do first? What are some important considerations?

Michele Hinojosa: For an analyst thinking about diving into social media, they need to first get involved in social media themselves. I don’t think you can measure what you don’t understand, and getting involved in a variety of social channels is key to understanding them. (And no, just having a Facebook account doesn’t count.) Each channel is different and the goals of being involved are different. I try new social channels all the time. They may prove to not be “my kind of thing” (and no one can possibly keep up with all of them and hold down a job, too!) but at least play around and see what they offer, how the channels differ and how they might be used for different goals or different businesses.

There are key books I would recommend reading – John Lovett’s “Social Media Metrics Secrets”, Jim Sterne’s “Social Media Metrics” and Olivier Blanchard’s “Social Media ROI” (and converse with these guys on Twitter! They are great guys and are always up for a good conversation.) Not to mention a myriad of blogs out there.

From there, start doing it, even if you just start by analysing your own accounts. Better yet, find a local business or non-profit to help (so you can attempt to tie to actual business metrics.) You’ll learn more from doing (and, let’s be honest, making mistakes) than you ever will from a book.

But it’s important to keep in mind social media is just one marketing channel. It’s great to have an interest in social analytics, but like other areas, it needs to be kept in context of the overall business and marketing efforts.

TweetReach: Let’s talk about consistency in measurement. There are a tremendous number of tools and approaches used to measure social media performance, which can produce results that are difficult to compare. Do you see the industry evolving towards a more standardized set of metrics or do you think we’ll continue to see a lot of variety and experimentation?

Michele Hinojosa: I’m going to give the very on-the-fence answer: Both. While social analytics often starts as just “likes” and “followers” for companies, pretty soon executives (and hopefully, good analysts!) are trying to tie this to actual business value, and look at social media in the context of other marketing initiatives. Profit or revenue driven are standardised and can apply across all channels, including social. However, let’s be honest: sometimes that’s hard to measure! It involves tying together different data sources, understanding attribution, and trying to measure what may sometimes be unmeasurable. (Do I know that you bought my product after you saw your best friend’s Facebook post raving about it? Maybe not.) But while the answers won’t be perfect, companies have to try to get as close as they can.

On the other hand, new social channels crop up every day, and while these too need to be tied to profit, they’ll also have their own in-network metrics that marketers and analysts will keep track of, and use to understand behaviour. (After all, somewhere there’s a 12-year-old in his garage creating something that will blow Zuckerberg off the map.)

Ultimately, social needs to be tied to business objectives like any other initiative, but the methods we use to do this will get more sophisticated, and I think there’s a lot more experimentation still to come.

TweetReach: We’re hearing a lot about influence right now; everyone wants to measure influence and target influencers. What are your thoughts on measuring influence in social media? What’s the best way to determine who is influential for a particular campaign or initiative?

Michele Hinojosa: Influence is a great example of where social analytics has room to grow. What businesses care about is who influences sales (or leads, or referrals, or whatever your business objectives.) Social tools are measuring “influence” on retweets, or Facebook likes, or video views. I can understand why businesses want to understand who their influencers are, but I think we need to keep in mind the limitations of a lot of current measures of influence — they’re likely not measuring influencers of the business metric they actually care about. That’s when it will be truly useful.

At the same time, I worry about the uses that current influence metrics are put to. I can see a use in using influence to prioritise, for example, response to requests. (For the same reason that food critics get the best cut of meat, those with online influence can have a big impact if they have a negative experience, and I can understand companies wanting to provide excellent service.) But I hope it’s not used as a metric of “you’re not worthy of my time.” Simply put, I can see using influence to determine who to respond to first, but not who to respond to at all.

I also worry about the use of influence in areas such as recruiting. I hope companies make their decisions off more than one number, and look at a candidate or potential consultant’s actual track record, results and skills.

I think these concerns just speak to the overall reality with a lot of social media metrics today — they can be useful in context, but as one standalone metric, we may sometimes attach too much significance, without enough consideration, analysis and scrutiny.

TweetReach: Thanks, Michele!

Michele Hinojosa is a self-confessed analytics geek. She is currently the Director of Digital Analytics at Red Door Interactive, responsible for leading a team of analysts to produce actionable insights and recommendations to optimize clients’ online initiatives. As the Manager of Web Analytics for Kelley Blue Book, she and her team were responsible for forecasting, analyzing, testing and optimizing and its associated businesses.

Michele holds degrees in Law and Psychology from the University of Melbourne (Australia) but is currently located in Southern California. As a certified group fitness instructor, she is as fanatical about Les Mills group fitness programs and cycling as she is about data.

Michele enjoys reading, writing and thinking about analytics and engaging with the web analytics community via Twitter. You can read her thoughts at or @michelehinojosa.

Written by Dean Cruse

November 9th, 2011 at 12:49 pm

This Week in Social Analytics #21

without comments

Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from this week in the world of measurement, analytics and social media. Enjoy!

How Top Brands Measure Social Media Success
Todd Defren at SHIFT Communications interviewed a few top brands asking for the one metric that they used internally to talk about Social Media ROI. Perception of the brand, customer satisfaction and customer loyalty topped the list. Refreshingly, nothing about the number of clicks or followers in this list.

6 Ways to Measure Your Social Media Results
Phil Mershon of the Social Media Examiner reviews Susan Etlinger’s recent research on social media measurement practices and tools. We’ve posted that here before, but this is a great reminder and practical advice on how to tie your measurement program to key business objectives.

eMetrics 2011 — Twitter Analytics Additional Resources
From Tim Wilson, a nice collection of links on Twitter analytics from his presentation at eMetrics 2011 in New York City.

Written by Dean Cruse

October 21st, 2011 at 2:12 pm

This Week in Social Analytics #20

without comments

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
Avinash Kaushik proposes a framework for measuring social media using four distinct metrics, independent of the social channel being used. These include: conversation rate, amplification rate, applause rate, and economic value.

Do Your Analytics Cheat the Truth?
Michael Schrage at the Harvard Business Review warns that executives should be careful of analytics presented in a way purely to generate influence and win arguments rather than to generate insight. When using analytics to gain understanding of the dynamics of a business, make sure you understand the data “outliers” – and make sure analysts present the full picture that the data tell.

The Hidden Costs Of Social Media
Ron Shevlin discusses how with social media, the incremental cost of communicating with customers and prospects is zero. This has changed the way ROI is measured with new media as costs have shifted from message distribution to message creation and understanding which messages are most effective.

Social media ROI: It’s not about immediate results
Cheri Macale at The Next Web, summarizing Gary Vaynerchuk, describes measuring the ROI of social media as more like trying to measure the ROI of your Mom. Results are not immediate, and social media should be used to generate quality leads, engage with customers, and create the voice of the brand.

A pitch for PR to focus more on owned media
Deirdre Breakenridge writes about how PR professionals shouldn’t only focus on securing earned media. New content is getting added to a brand’s owned media arsenal every day. By working with all of a brand’s content, PR pros can help their clients tell an even broader story.

Written by Dean Cruse

October 14th, 2011 at 11:08 am

TakeFive with TweetReach – Evan LaPointe

without comments

Welcome to TakeFive with TweetReach, our ongoing interview series where we talk with notable members of the social media analytics community, pulling together insight, commentary and conversation around all things measurement, analytics, and improvement. This week we’re happy to welcome Evan LaPointe, Director of Client Performance at Search Discovery, creator of the popular web analytics blog Atlanta Analytics, and a recognized leader in the web analytics community.

TweetReach: Welcome Evan! Let’s start with talking about how you got started with web analytics. What got you interested in measurement?

Evan LaPointe: I got started with web analytics (before, it was just for my own businesses) in 2005. Before that, I was doing valuation work on stocks. It was good stuff to learn, but I really missed working on the web and wanted to do it full-time. Coming from an analyst role in the financial industry, an analyst role in this industry seemed like a good leaping-back-in point. And as for the second part of that question, nothing got me, nor currently has me interested in “measurement.” Measurement is just a means to an end, like measuring wood before you cut it to build a house. This industry is stuck on this concept of measurement, and that is something that needs to change soon if we want companies to understand the value we can create for a business. If they think we are just a bunch of guys with rulers, that isn’t a bright future. In the financial world, there is a huge distinguishing line between accountants (measurers) and analysts (decision makers). We need to cross this line pronto.

TweetReach: What metrics are most important for you and and/or your clients? What should we be measuring? John Lovett has written about the dangers of using the wrong metrics. Are there things we shouldn’t be measuring? Are there any “bad” metrics?

Evan LaPointe: John is right, there are grave dangers associated with using the wrong metrics, but I don’t agree with anyone who says that any metric is a bad metric. Data is data, and metrics are just a framework for data. More data will always give you more context and information, so there is no reason to ever consider data or metrics “bad.” Some metrics, however, require a lot of other data to give them context. Acting directly on these metrics (or any metric in a vacuum) is immensely stupid. Even holy grail metrics like conversion rate are immensely stupid to react to in a vacuum. And herein lies the problem between “measurement” and “analysis.” Measurement is something can can be done microcosmically: you can measure and report tiny little things that may or may not matter. Analysis, on the other hand, requires a networked understanding of the system. Without understanding how multiple things work together to produce outcomes, you aren’t doing analysis.

So as far as the types of things we do for our clients, we focus on two key areas (and the metrics reveal themselves in these efforts): revealing the influencers to cash flow, and creating dashboards that reveal where a business should spend its time. Revealing the influencers to cash flow is a very important focus, because we can’t always connect tactics directly to cash. But we can nearly always connect a tactic to something we know influences cash flow. For example, we know that a great social media presence has the potential to boost peoples’ opinion of the brand, understand the product or service more clearly, provide a channel for our brand to grow in terms of mindshare, give us valuable insight into where our product fails, and possibly drive sales directly. While most focus is on traffic and conversions driven by social media (and it’s critical to follow these), we have to also understand the positive qualitative aspects of running a business well. These are the things that have a long-term benefit, and distinguish brands like Zappos who have unprecedented relationships with their shoppers and the bank account to prove it. Over time, these qualitative aspects will reveal themselves quantitatively so we can better understand what incremental investment will get us. But to start, brands need to trust that there are immensely powerful and important qualitative factors they can control directly, but will only loosely be measured against financial outcomes.

On the dashboarding side, I don’t believe in dashboards for the sake of people “understanding everything that is happening.” People don’t come to work to understand what is happening. They come to work to make it better. Since this is the case, we need to provide them some way of knowing where to spend their time and energy. We’ve seen that one effective way to do this is build dashboards that are thin and wide, and have some intelligence built into them to draw focus to areas where the business needs extra attention. By using some basic models that are tailored to each business, we can reveal the “health” of various parts of the business (and their influence on other parts) so people can focus on what’s going to make a difference. And these dashboards do not offer endless drill-down capabilities: we want people going to the tools designed for this purpose (BI, web analytics, etc.) so they have everything they need: a dashboard could never give them a true analysis environment.

TweetReach: What are your recommendations for someone just getting started with social media analytics? What should they do first? What are some important considerations?

Evan LaPointe: First off, they need to talk to someone a whole hell of a lot smarter than me. Second, I would split the analysis into two pieces, in an ideal world. Piece one is finding as direct a connection to business outcomes as possible. How is the effort growing customer base, how is it impacting revenue in a cost-effective manner, how is it having equivalent outcomes to things you are paying for today? I saw a post where someone was criticizing social media and talking about how a Facebook campaign for Coke was stupid. What was stupefying was the article: did this writer have any clue what Coca Cola pays to reach 2MM people through any other channel? On top of that, there is no billboard that the instant someone decides they like it, it’s instantly shared with hundreds of their friends. And there is no television ad with polar bears that allows the viewer to provide instant feedback to the brand. Social media’s equivalent cost in other channels is outrageous, and many of its benefits are impossible to attain anywhere other than in social media. So, begin by measuring real return in terms of upside, and understanding the cost of equivalent reach elsewhere.

Piece two is that x factor that will be unique to your business. After you’ve defended your salary many times over in terms of real return or equivalent willingness to pay in other channels, you can begin dissecting the qualitative pieces and benefits of your social media campaign. This is where you take the comments, replies, feedback, sentiment, etc. and turn it into insight that can drive changes to product or new products, changes to how you market or interact with your customers, or any number of outcomes. Again, there are people who are a lot smarter than me when it comes to this stuff, but this is the rough outline of how I would approach it.

TweetReach: Let’s talk about consistency in measurement. There are a tremendous number of tools and approaches used to measure social media performance, which can produce results that are difficult to compare. Do you see the industry evolving towards a more standardized set of metrics or do you think we’ll continue to see a lot of variety and experimentation?

Evan LaPointe: In the social space, I think we will see a ton of variety and experimentation. We have no idea what to focus on to get a good picture of the true benefit of social media, and I, for one, think that’s very exciting. Social media can be used for some amazing and surprising business functions (like prioritizing IT’s efforts or helping product managers develop an offering based on very honest, real-world feedback). And beyond that, social media measurement means very different things to different businesses. Some have the opportunity to use it as a more direct channel (although that’s not always the best idea), while others use it as a support channel. Small businesses can measure based on interactions with individuals or small groups, while organizations interacting with millions of customers are forced to take a completely different approach. I really need to read John Lovett’s book; I’ve heard great things about it so far. He’s a far better person to ask this question to, but my gut says we are nowhere close to any sort of a set of standards or a common approach that can be shared among the majority of businesses.

TweetReach: Where do you go for analytics-related news and opinion – any particular sites, blogs or Twitter accounts that are of particular value?

Evan LaPointe: I keep in touch primarily via Twitter, and Google+ has become pretty good in this industry, too (although the ratio of self-promotion to sharing is a little high right now). I’m a big fan of Avinash Kaushik and his blog: he helps a lot of people get into this industry but stay centered, meaning he gives a lot of instruction on the “how,” but also frames it in terms of the “why.” Again, getting back to the obsession with metrics and measurement, he’s always been good about connecting it back to the financial outcomes and human side of working in a business. Eric Peterson is also one of those hall-of-famers who will make time to talk to people on twitter and share some of his wisdom (even though half of the time he speaks to me in parables). And you have this amazing community of people who are brilliant, many of who do not even know how brilliant they are. Everyone should get to know the folks from Keystone Solutions, energy-filled people like Michele Hinojosa, and people like Emer Kirrane who is like My Big Fat Greek Wedding Irish version: she thinks the root of everything is potatoes. I could go on and on, so just find me (@evanlapointe) on twitter if you’re looking for a longer list.

TweetReach: A great list. Thanks for your time and your thoughts, Evan!

As the Director of Client Performance at Search Discovery, Evan LaPointe is focused on using web analytics to help businesses take a holistic, data-driven approach to managing their portfolio of web strategies. Evan’s 15 years of hands-on experience developing, marketing, and improving web sites gives him the unique ability to approach web sites from a number of perspectives and work through any competing priorities to offer users the best experience possible, and businesses the best return possible. Evan is an active member of the web analytics community and a member and speaker for organizations like WAA, SEMPO, AiMA, and AMA. Evan writes for Search Engine Land’s “Analyze This” column and is the creator of Atlanta Analytics, a blog focused on translating web language into business language. Evan also manages the twitter feed @learnanalytics where people can have their web analytics questions answered for free, and is a contributor on the Google Analytics help forums. Recently, Evan created a breakthrough tag management system called Satellite, designed from the ground up to help empower marketers and analysts to have total control of the web measurement and analysis process.

Written by Dean Cruse

October 5th, 2011 at 8:03 am

This Week in Social Analytics #18

without comments

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Twitter Study Tracks When We Are :)
As reported in The New York Times, a new study by by sociologists at Cornell University and appearing in the journal Science analyzed messages posted by more than two million people in 84 countries suggests that our moods are driven in part by a shared underlying biological rhythm that transcends culture and environment. According to the study, people are more positive in the morning and evening and are most positive on the weekends, at least based on their tweets. What are the implications of this research on your Twitter campaigns?

The Real ROI of Social Media
On, Dan Schawbel talks to Jason Falls about some helpful tips on measuring ROI of social media.

The 6 Most Important Online Marketing Metrics Ever
In a guest post on the MarketingProfs blog, Jim Sterne of the Web Analytics Association outlines his view on the most important online marketing metrics — awareness, interest, engagement, sales, profits, advocacy. Refreshing in that these are real metrics that affect the business – no “vanity” numbers in that list.

Written by Dean Cruse

September 30th, 2011 at 4:00 pm