Data

D1: This graphic shows the activity of children online and in particular social media; this shows us that the most popular activity for children online is to watch short online clips. Source: (Ofcom, 2016)

D2: Image below shows the volume, cost per click and competition of DIY as the key phrase of new PSO on Google.

D3: Image below shows the volume, cost per click and competition of DIY shops near me as the key phrase of new PSO on Google.

D4: Image below shows the volume, cost per click and competition of Stationery shops near me as the key phrase of new PSO on Google.

D5: Image below shows the volume, cost per click and competition of Craft shops near me as the key phrase of new PSO on Google.

D6: Image below shows the volume, cost per click and competition of DIY tutorial as the key phrase of new PSO on Google.

D7: Image below shows the volume, cost per click and competition of Ryman Stationery as the key phrase to find our content on Google.

D8: Image below shows the volume, cost per click and competition of Social Media Marketing as the key phrase to find our content on Google.

D9: Image below shows the volume, cost per click and competition of Digital Agency Manchester as the key phrase to find our content on Google.

D10: Image below shows the volume, cost per click and competition of Ryman Stationery as the key phrase to find our content on Google.

D11: Image below shows the volume of searches, CPC and competition for our DIY keyword.

DIY Keyword Search

D12: Image below shows 1st page search results for 'DIY' showing that the top results are dominated by DIY and home improvement stores rather than 'Arts and Crafts/Stationery Stores'.

D13: The image below shows the 92% of retweets happen within the first hour; although retweets can increase the longevity of a tweet, ultimately, the chances of that tweet proceeding past the hour mark is very slim.