times-square

On February 25, just ahead of the Academy Awards at the end of the month, NetBase Marketing Manager Sean Chauhan, joined by Ted Tagalakis, Marketing Science and Digital/Social Media Strategy Director for Ames Scullin O’Haire Advertising, will speak at the Brand Innovators Social Media Summit in New York.

To get everyone in the mood for Hollywood’s biggest night, Sean will use the Oscars to illustrate how brands can gain insights through social listening to take advantage of events on Twitter.

Join the conversation in real-time

There’s much to gain by tracking who’s talking about the Oscars, what they’re most interested in, and who people are rooting for (we use our Audience 3D™ and LIVE Pulse™ tools). It’s not just about the stars or the films, either. Monitoring social media before, during, and after the awards show can help brands forecast what’s going to be the next big thing, or find other audience segments among social users.

Last year, for example, Oscar de la Renta, Oscar Isaac, and Oscar Wilde were all trending during the ceremony – proving the word Oscar doesn’t belong exclusively to Hollywood. During the show, staying on top of social chatter can clue you in to additional consumer interests you can use to target your messaging.

You can do this every day, actually – but of course live events like the Oscars are a great time to join the collective conversation and show the human side of your brand.

Sean will talk about how this works, showcasing real brand examples (like Oreo’s “dunk in the dark” Super Bowl moment a few years back).  The only way to act in real-time is to access data in real-time; but following trends leading up to an event allows you to quickly recognize when something changes.

Leading into the 2016 Oscars, for example, Kylie Jenner, Kate Winslet, and Kohl’s – sponsoring this year’s show – are already trending. Social monitoring solutions are great for tracking trends – but then what?

Using what you discover

It’s one thing to know what people are talking about, but you need to go deeper into audience sentiment to really understand what’s behind all they’re sharing on social. In the case of the Oscars, what are people looking forward to, or not, during the broadcast? Why are they watching? And how can this information help your brand?

Social listening provides a dimensional view of what consumers are into. Are the people tweeting about Kohl’s loving or hating the department store? How do they feel about your brand? How can you connect with Oscar fans, Kohl’s shoppers, and more and turn them into influencers?

Uncovering how consumers feel about everything (not just your brand) will tell you everything you need to know – even if it’s being conveyed in emojis or Internet slang.

Celebrating similarities

Though events like the Oscars bring together varying audiences – the reality is these underlying connections are always there. Hollywood’s biggest night is just one common interest your target audience may share. When you look purposefully, you can find many more.

For example, Kohl’s and Oscar de la Renta may assume they DON’T share a common audience – but if both brands got to know consumers on a more human level they might discover their brands are more competitive than they realized. No brands should make assumptions when the data is there for the parsing.

Sean and Ted will cover all this and more at Brand Innovators Social Media Summit in New York. If you’re attending, check out our Oscar’s LIVE Pulse to see how trends are shifting as we get closer to the event, and for better context during Sean’s presentation. It’s a guaranteed winner.

Won’t be joining us in New York? Get in touch for a demo of Audience 3D now and start putting real-time insights to work for your brand.

Image from MK Feeney