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.

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?

2014 LOERIE AWARDS: CONVERSATIONS BY CHANNEL

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.

2014 LOERIE AWARDS: SENTIMENT

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

2014 LOERIE AWARDS: TRENDING CONVERSATIONS

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.

Listen

Monitor brand/organisation and specific

campaign (#) mentions

Identify influencers/ key

stakeholders talking about you or your

industry

Crisis management/

Customer Service

Monitor trending topics, market insights,

key public conversations

Keep abreast of competitor

news/ industry trends and

market insights

HR , Career Opportunities

WHAT YOU SHOULD BE LISTENING TO

Campaign measurement