Finding Opportunity and Mining Strategy Insights from Fan Engagement
While the stars on the country music scene were gearing up in the heart of ‘Music City’—Nashville—for the 49th annual CMA Awards, what were fans at home doing? We tuned in to social media to see what could be learned from this event, seeing if there was anything that media executives could use for managing and planning these types of events in the future.
There were a combined nearly 300k Twitter and Tumblr posts surrounding the CMA Awards this year. Breaking the conversation down, in real-time, we can see that in addition to general excitement, and then ‘lifecasting’ discussion of watching the CMAs, we can see viewers discussing their favorite celebrities who attended the event, their favorite performances, and some of the most influential artists who were awarded.
Tracking topics as they unfold leading up to the event can tell media executives (or even brands who placed during the event) if current efforts are working, providing insights on how to pivot strategy based on a global picture of the organic conversation. It also reveals when fans get the most vocal, and what influencers actually get their support and attention the most, providing information for future event planning, or even for those interested in PR or media planning for brand opportunities. Using this data provides solid leads for influencer strategies.
Furthermore, beyond the celebrity influencers prolific in discussion, we revealed influential viewers and their opinions that circulated on social media, one viewer showing his support of the real-time clips that were published over the network’s social channels.
Tracking these unique influencers can provide opportunities to engage and promote real-time and for future planning. Looking across platforms, we can surface the unique engagements for the various outlets, seeing how unique content on Tumblr provides even further opportunity for future planning and engagement before the next event.
Looking at day and time analyses can show media executives when fans were engaging the most prevalently leading up to the event, during the event, and after the event. This can tell you if your audience lost interest at any point, and confirm if excitement matched what you expected.
Audience analyses show executives (and interested parties looking to capitalize on the event) who they’ve succeeded in engaging. Did their targeted audience turn out in full force? While the Affinities graphic below confirms that the CMAs resonated with the likely audience, those discussing the CMAs having strong interests in Nashville, Country Music, and relevant artists and outlets for country music, it also reveals other additional contextualizing interests that can provide room for further exploration of the nuances of the audience.
For example, we could mine the interest segment for the TV show Real Housewives to uncover additional influencers, which while perhaps unique or surprising, could help executives and planners engage their audience more fully.
With annual events in which viewers and fans have a variety of opinions and interest retention rates, it can be difficult to parse and navigate your audience and all of the circulating conversations that they have. Using social analytics around current events can provide much needed support (and surprising insights) to help you continue to engage your core audience while uncovering new ways to keep things fresh and gain additional viewers.