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.

1. HERDING CATS
PART II
Social Media Awareness &
Listening for Events
@brandsausage
@brandjoe

3. 41%
20%

4. Metrics
Innovation &
Optimisation
Content
Relationships
Social CRM
Listening
Social
Business
Content
Metrics
Paid Media

5. COMMUNICATION
PARTICIPANTS
PLATFORMS
TOOLS
CAPABILITIES
DATA
GATHERING
MANAGE &
ENGAGE
SOCIAL CRM
LISTENING
TARGETING
BUSINESS
POLICIES
EVENT
CONTENT
ANALYSING

6. WHAT’S IN THE TIN?

7. WHAT’S IN THE TIN?

8. Attitudes
Triggers
Pain Points
Hot Topics
Influencers
Who
Demographics
(and who to
recruit)
Where &
When
What
Competition
Is already
working
Share of the
conversation

9. 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

10. 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

11. RADIAN6

12. UBERVU

13. VISUAL DNA

14. SOCIAL BAKERS

15. FREE(MIUM)

16. CONSTRUCTING
SOCIAL DATA

17. CONTENT THAT
RESONATES

18. IDENTIFY WHAT
WORKS

19. OTHER TYPES OF
LISTENING
Event
evaluation
Sentiment
tracking/
breakdowns
On-gong alerts/
reputation
management

20. 80%
OF EVENT MARKETERS BELIEVE
THAT AWARENESS IS THEIR TOP
OBJECTIVE FOR SOCIAL

21. DEFINING
AWARENESS

22. • Impressions
• Reach
• Share of voice
Awareness
• Community growth
• Views
• Traffic
Engaged Audience
• Shares
• RTs
• Earned conversations
Viral indicators

23. AWARENESS
2014
• FB is huge
• Twitter advance paid media
• Rise on Pinterest, Instagram
and Tumblr
• More integration

24. THE
PROFESSIONAL
TRAP

25. CONTENT THAT
DRIVES AWARENESS

26. 84% share because it is a way to support
causes or issues they care about

27. SOCIAL MEDIA
Forget this bit

29. 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

30. 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

31. 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.

32. AWARENESS
Metrics
OWNED
Innovation &
Optimisation
Content
EARNED
Relationships
Social CRM
Listening
Social
Business
EARNED
Content
Metrics
Paid Media
PAID
32

33. TO SUMMARISE
LISTENING WILL …
AWARENESS SHOULD
FOCUS ON …

34. 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