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In Joe’s first Herding Cats presentation he spoke about how to use Social Media to drive visitors to your event but also how to deliver the event back into the social environment, in next instalment he goes into more depth around social awareness and listening … read on. A recent study showed that awareness is the key objective for event managers using social media but 80% of these individuals are not using listening tools to measure their effectiveness. In this presentation Joe discusses how to use Social Media to drive awareness, some key metrics for measuring it and the learnings and advantages you can gain from Social Media listening through structuring a wealth of unstructured data. He will also high-light some of the new social platforms that have come to market and how best to take advantage of them.
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HERDING CATS PART II Social Media Awareness & Listening for Events
@brandsausage @brandjoe
41% 20%
Listening
Relationships Social CRM
Innovation & Optimisation
Paid Media Social Business
Content
Content
Metrics
Metrics
COMMUNICATION
PLATFORMS
SOCIAL CRM
PARTICIPANTS
DATA GATHERING
LISTENING
ANALYSING
TARGETING
BUSINESS POLICIES
MANAGE & ENGAGE
TOOLS CAPABILITIES
EVENT CONTENT
WHAT’S IN THE TIN?
WHAT’S IN THE TIN?
Who Demographics
Where & When
Competition Share of the conversation
Influencers (and who to
recruit)
Attitudes Triggers
Pain Points Hot Topics
What Is already working
Keywords Look for Trends or common conversa0ons
Finding your community Building Personas Find influencers
Discover Triggers Pain Points
Successful content
Let these findings feed your next round
Start Middle End
LISTENING WORKFLOW
Keywords Look for Trends or common conversations
Finding your community Building Personas Find influencers
Discover Triggers Pain Points
Successful content
Let these findings feed your next round
Start Middle End
FULL DISCLOSURE
RADIAN6
UBERVU
VISUAL DNA
SOCIAL BAKERS
FREE(MIUM)
CONSTRUCTING SOCIAL DATA
CONTENT THAT RESONATES
IDENTIFY WHAT WORKS
OTHER TYPES OF LISTENING
On-gong alerts/reputation
management
Event evaluation
Sentiment tracking/
breakdowns
80% OF EVENT MARKETERS BELIEVE THAT AWARENESS IS THEIR TOP OBJECTIVE FOR SOCIAL
DEFINING AWARENESS
• Impressions • Reach • Share of voice
• Community growth • Views • Traffic
• Shares • RTs • Earned conversations
Viral indicators
Engaged Audience
Awareness
AWARENESS 2014
• FB is huge • Twitter advance paid media • Rise on Pinterest, Instagram
and Tumblr • More integration
THE PROFESSIONAL TRAP
CONTENT THAT DRIVES AWARENESS
84% share because it is a way to support causes or issues they care about
SOCIAL MEDIA Forget this bit
SOCIAL ADVERTISING Facebook Twitter LinkedIn
Type Purpose Type Purpose Type Purpose • Marketplace Ads • Page Post Ads • Promoted Posts
• Awareness • Awareness • Engagement
• Promoted Tweets • Promoted Accounts • Promoted Trends • Lead generation cards
• Awareness • Following • Engagement • Data capture
• Premium Display Advertising
• Sponsored InMail • PPC advertising
• Awareness
• Direct • Awareness
TARGETING
Location Age
Gender Interests
Broad categories Connections
Advanced Targeting by using a database of existing emails
FBX
Usernames Email addresses
Interest Categories Locations
Location Companies
Job Title Schools
Skills Groups Gender
Age
FACEBOOK OBJECTIVES Clicks to Website
Get people to
visit your website.
Website Conversions
Promote specific conversions for your website.
Page Post Engagement
Promote your Page posts.
Page Likes
Get Page likes to grow your
audience and build your brand.
App Installs
Get people to install your mobile or
desktop app
App Engagement
Get people to use your desktop
app.
Offer Claims
Create offers for people to
redeem in your store
Event Responses
Increase attendance at
your event.
32
AWARENESS
Listening
Relationships Social CRM
Innovation & Optimisation
Paid Media Social Business
Content
Content
Metrics
Metrics
PAID
OWNED
EARNED
EARNED
TO SUMMARISE
LISTENING WILL …
AWARENESS SHOULD FOCUS ON …
Keywords Look for Trends or common conversations
Finding your community Building Personas Find influencers
Discover Triggers Pain Points
Successful content
Let these findings feed your next round
Start Middle End
DISCLAIMER NO CATS
WERE HARMED
brandjoe
