Meltwater's Keighley-Ann Bell gives her insights into the social media engagement around the 2014 Loeries Creative Week, which Meltwater is a partner of.

1. 2014 LOERIE AWARDS: SOCIAL MEDIA CONVERSATION VOLUME
With #CreativeWeek starting yesterday, there is an obvious increase in volume of conversations around the Loeries and the announcements of
the finalists ahead of the awards ceremony this weekend. What will be interesting to track is this number over the course of the next few days,
and to drill down into the highs and lows to get a better understanding of the trending conversations and to identify the hot topics through each
day. As more finalists are announced, and the hype around registration and the events generates, we suspect an increased volume of
conversation and trending topics like #creativeweek #finalists and even particular agencies being mentioned for their work. How you use this
from a real time perspective to informing your future strategies is an interesting insight that many brands are starting to adopt.

2. 2014 LOERIE AWARDS: CONVERSATIONS BY CHANNEL
Shows a breakdown of conversations per channel, allowing you to identify the most active channels of engagement. It also helps identify key
target audiences and potential channels for marketing and PR for future campaigns. For the 2014 Loeries, Twitter is the most active social media
channel, naturally for it's simplicity, the influence that one can generate within the social media community and the ability to "trend" very quickly.
Twitter usage is a massively popular channel for brands to communicate with targeted audiences, it will be interesting to see how Twitter jumps
from trend to trend as we see an increased volume of interaction, updates and announcements as the week hots up. This will also be valuable
ROI to analyse in light of considering a marketing and PR strategy ahead of next year's event, how does the social media channel play out from a
communication tool to a potential revenue generator?

3. 2014 LOERIE AWARDS: SENTIMENT
Shows a breakdown of the Loeries sentiment across all social media channels, identifying negative and positive trends, public perception and
how people are talking about the event. What would be interesting is to drill down into each day and understand what was negative and positive
and use that information to inform and update the social media strategy over the next few days, so that engagement is in line with what your
audience is buzzing about. There is a lot of hype around the announcement of the finalists, starting yesterday, which saw a large increase in
positive mentions. We suspect that this will be mirrored as more content and announcements are released over the course of the week.

4. 2014 LOERIE AWARDS: TRENDING CONVERSATIONS
The conversation cloud takes the conversations from the time period and condenses them into a cloud. The larger the word, the prominent the
conversation. This is a great way to track the buzz keywords and what your audiences are most interested in, again, it’s an invaluable means to
tracking your campaigns/hashtags and how effective they are across social media channels. With the start of Creative Week and a few finalists
announcements yesterday, the buzz words are certainly up there in the conversation

5. 2014 LOERIE AWARDS: TOP POSTERS
Interestingly, the top posters (one could look at them as potential brand ambassadors or partners) are notable industry players and social media
influencers who are creating the buzz around the event and providing a wider reach for greater PR opportunities through their network of social
media followers. This is a great tool for locating key influencers and potential brand ambassadors who can speak about the brand/ event and
create additional buzz by creating “unearned” ownership through their own positive engagement; piggy-backing off of their social media networks
is an easy way to reach a larger target audience.

6. WHAT YOU SHOULD BE LISTENING TO
Monitor
brand/organisati
on and specific
campaign (#)
mentions
Listen
Identify
influencers/ key
stakeholders
talking about
you or your
industry
Crisis
management/
Customer
Service
Monitor
trending topics,
market insights,
key public
conversations
HR , Career
Opportunities
Keep abreast of
competitor
news/ industry
trends and
market insights

7. Campaign measurement