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HERDING CATS
PART II
Social Media Awareness &
Listening for Events

@brandsausage

@brandjoe
41%	
  

20%	
  
Metrics

Innovation &
Optimisation

Content

Relationships
Social CRM

Listening

Social
Business

Content

Metrics

Paid ...
COMMUNICATION

PARTICIPANTS

PLATFORMS	
  

TOOLS
CAPABILITIES	
  
DATA
GATHERING	
  

MANAGE &
ENGAGE	
  
SOCIAL CRM	
  
...
WHAT’S IN THE TIN?	
  
WHAT’S IN THE TIN?	
  
Attitudes
Triggers
Pain Points
Hot Topics

Influencers

Who
Demographics

(and who to
recruit)

Where &
When

What

Compet...
LISTENING WORKFLOW	
  
Start

Middle

Keywords

End

Look	
  for	
  Trends	
  or	
  common	
  
conversa0ons	
  

Finding y...
Start

Keywords

Middle
Look for Trends or common
conversations

FULL
DISCLOSURE

End
Finding your community
Building Pers...
RADIAN6	
  
UBERVU	
  
VISUAL DNA	
  
SOCIAL BAKERS	
  
FREE(MIUM)	
  
CONSTRUCTING
SOCIAL DATA	
  
CONTENT THAT
RESONATES	
  
IDENTIFY WHAT
WORKS	
  
OTHER TYPES OF
LISTENING	
  
Event
evaluation

Sentiment
tracking/
breakdowns

On-gong alerts/
reputation
management
80%

OF EVENT MARKETERS BELIEVE

THAT AWARENESS IS THEIR TOP
OBJECTIVE FOR SOCIAL
DEFINING
AWARENESS	
  
•  Impressions
•  Reach
•  Share of voice

Awareness

•  Community growth
•  Views
•  Traffic

Engaged Audience

•  Shares
...
AWARENESS
2014	
  
•  FB is huge
•  Twitter advance paid media
•  Rise on Pinterest, Instagram
and Tumblr
•  More integrat...
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
Type
• 
• 
• 

Marketplace Ads
Page Post Ads
Promoted Posts

Twitter
Purpose

• 
• 
• 

Awaren...
TARGETING
Facebook

Twitter

LinkedIn

Location
Age
Gender
Interests
Broad categories
Connections
Advanced Targeting by us...
FACEBOOK OBJECTIVES
Clicks to Website
Get people to
visit your
website.

Website
Conversions

Page Post
Engagement

Page L...
AWARENESS
Metrics

OWNED
Innovation &
Optimisation

Content

EARNED
Relationships
Social CRM

Listening

Social
Business

...
TO SUMMARISE	
  

LISTENING WILL …	
  
AWARENESS SHOULD
FOCUS ON …	
  
Start

Keywords

Middle
Look for Trends or common
conversations

DISCLAIMER
NO CATS
WERE
HARMED	
  

End
Finding your comm...
Herding cats part 2
Herding cats part 2
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Herding cats part 2

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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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Transcript of "Herding cats part 2"

  1. 1. HERDING CATS PART II Social Media Awareness & Listening for Events @brandsausage @brandjoe
  2. 2. 41%   20%  
  3. 3. Metrics Innovation & Optimisation Content Relationships Social CRM Listening Social Business Content Metrics Paid Media
  4. 4. COMMUNICATION PARTICIPANTS PLATFORMS   TOOLS CAPABILITIES   DATA GATHERING   MANAGE & ENGAGE   SOCIAL CRM   LISTENING   TARGETING   BUSINESS POLICIES   EVENT CONTENT   ANALYSING  
  5. 5. WHAT’S IN THE TIN?  
  6. 6. WHAT’S IN THE TIN?  
  7. 7. Attitudes Triggers Pain Points Hot Topics Influencers Who Demographics (and who to recruit) Where & When What Competition Is already working Share of the conversation
  8. 8. LISTENING WORKFLOW   Start Middle Keywords End 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
  9. 9. Start Keywords Middle Look for Trends or common conversations FULL DISCLOSURE End Finding your community Building Personas Find influencers Discover Triggers Pain Points Successful content Let these findings feed your next round
  10. 10. RADIAN6  
  11. 11. UBERVU  
  12. 12. VISUAL DNA  
  13. 13. SOCIAL BAKERS  
  14. 14. FREE(MIUM)  
  15. 15. CONSTRUCTING SOCIAL DATA  
  16. 16. CONTENT THAT RESONATES  
  17. 17. IDENTIFY WHAT WORKS  
  18. 18. OTHER TYPES OF LISTENING   Event evaluation Sentiment tracking/ breakdowns On-gong alerts/ reputation management
  19. 19. 80% OF EVENT MARKETERS BELIEVE THAT AWARENESS IS THEIR TOP OBJECTIVE FOR SOCIAL
  20. 20. DEFINING AWARENESS  
  21. 21. •  Impressions •  Reach •  Share of voice Awareness •  Community growth •  Views •  Traffic Engaged Audience •  Shares •  RTs •  Earned conversations Viral indicators
  22. 22. AWARENESS 2014   •  FB is huge •  Twitter advance paid media •  Rise on Pinterest, Instagram and Tumblr •  More integration
  23. 23. THE PROFESSIONAL TRAP  
  24. 24. CONTENT THAT DRIVES AWARENESS  
  25. 25. 84% share because it is a way to support causes or issues they care about
  26. 26. SOCIAL MEDIA Forget this bit
  27. 27. SOCIAL ADVERTISING Facebook Type •  •  •  Marketplace Ads Page Post Ads Promoted Posts Twitter Purpose •  •  •  Awareness Awareness Engagement LinkedIn Type •  •  •  •  Promoted Tweets Promoted Accounts Promoted Trends Lead generation cards Purpose •  •  •  •  Awareness Following Engagement Data capture Type •  •  •  Premium Display Advertising Sponsored InMail PPC advertising Purpose •  Awareness •  •  Direct Awareness
  28. 28. TARGETING Facebook Twitter LinkedIn 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
  29. 29. FACEBOOK OBJECTIVES Clicks to Website Get people to visit your website. Website Conversions Page Post Engagement Page Likes App Installs Promote your Page posts. Get Page likes to grow your audience and build your brand. Get people to install your mobile or desktop app Promote specific conversions for your website. App Engagement Offer Claims Event Responses Get people to use your desktop app. Create offers for people to redeem in your store Increase attendance at your event.
  30. 30. AWARENESS Metrics OWNED Innovation & Optimisation Content EARNED Relationships Social CRM Listening Social Business EARNED Content Metrics Paid Media PAID 32  
  31. 31. TO SUMMARISE   LISTENING WILL …   AWARENESS SHOULD FOCUS ON …  
  32. 32. Start Keywords Middle Look for Trends or common conversations DISCLAIMER NO CATS WERE HARMED   End Finding your community Building Personas Find influencers Discover Triggers Pain Points Successful content brandjoe Let these findings feed your next round
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