With any high profile event, the logistics involved require months of preparation. From creating the program, reaching out to speakers, and spreading the word– juggling priorities can seem like a daunting task. What if you had the ability to find the influencers and influential hashtags that could generate buzz about your event before it even happens?
To give you a real-world example, we chose to analyze the upcoming Mayo Clinic Social Media Network’s (MCSMN) Annual Conference on October 22-23, 2019. MCSMN invites healthcare marketing leaders to share new social media strategies in their field. Last year, MCSMN shared their Twitter analytics results and they showed that there were 2,970 tweets and 308 participants during the event.
This year, MCSMN selected the social media platforms Twitter and LinkedIn to promote the event. They are using the hashtag #MCSMN in their event-related postings and tagging Instagram expert @SueBZimmerman as well.
Let’s look at the effectiveness of this promotional strategy so far using Scraawl SocL’s Influence Discovery analytic and Social Metrics. We collected all the posts from or mentioning the official handle @MayoClinicSMN and the mentions of or use of #MCSMN over the past week. Scraawl SocL retrieved 54 posts of pre-event chatter.
Looking at the Basic Statistics generated by the report, we see that as of July 2, 2019 there are 42 Users, 29 Hashtags, 29 Mentions, and 24 Retweets in the conversation.
Among the Top Hashtags and Top Mentions listed after the official ones (#MCSMN, @mayoclinicsmn, and @mayoclinic) are @chrisboyer and #hcsm. Boyer is a Healthcare Digital Strategy and Digital Patient Experience consultant and will be a speaker at the conference. #hcsm is used in most conversations related to healthcare social media.
While it is good to look at these Top Lists, it’s more important to see which users and hashtags are influencing the conversation and generating engagements. Scraawl’s Influence Discovery analytic does just this.
Having lots of engagements (e.g. retweets or mentions) is one way to be influential. Therefore, it’s no surprise that the official event handles top the list of influencers. We can also see that @chrisboyer and #hcsm, which also showed up on the Top Users and Top Hashtags lists, are the next most influential.
Scraawl SocL’s Influence Discovery also shows two new entities — @truenorthcustom and #hcldr. Upon digging, it turns out @truenorthcustom is a content marketing agency for healthcare and will be a speaker at the conference. #hcldr is used online by healthcare leaders in posts about healthcare reform. Perhaps content marketing and healthcare reform will be top of mind for conference attendees in October.
To get a better idea of the impact of @chrisboyer and @truenorthcustom, we ran a Brand Monitoring Report to look at their larger Twitter impact. SocL’s Social Metrics analytic shows the reach, engagement, and impressions of each account.
Although the first Tweets about this event were this past month, these two users have already made leaps and bounds. Without the need of millions of followers, they were still able to reach between 100K-2M users, demonstrating the key role the handle’s level of engagement plays.
Using the tools in Scraawl SocL, we were able to evaluate the pre-event conversation to determine the most influential users and hashtags, and examine their impact on conversation. The event hashtag, #MCSMN, is getting great traction in the community. We were also able to identify additional hashtags, #hcsm and #hcldr that are being used by the desired audience. In addition to the official event account, @chrisboyer and @truenorthcustom are currently driving event conversation. If @SueBZimmerman were to have more mentions and posts, her profile could potentially also have a similar impact.
Your organization can use Scraawl Socl to analyze and understand the buzz about your event before, during, and after it happens. To learn more about how SocL can take your event to the next level, check out our blog post from another event or contact us today at firstname.lastname@example.org.