Webinar: Using social to raise awareness and educate a generation
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This document summarizes a webinar by Brandwatch and Check One Two about using social media to raise awareness for testicular cancer prevention. It discusses how Check One Two used social analytics to measure the success of their #FeelingNuts campaign, finding it reached over 61,000 mentions and was seen up to 56 million times online. Real-time data showed engagement increased when celebrities and influencers supported the campaign. The campaign significantly increased conversations about testicular cancer awareness on social media.
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Webinar: Using social to raise awareness and educate a generation
- 1. #brandwatchtips 1 © 2014 Brandwatch.com Webinar/ Using social to raise awareness and educate a generation Phillip Agnew Community Manager phila@brandwatch.com | @p_agnew
- 2. #brandwatchtips 2 © 2014 Brandwatch.com Our speakers Andrew Salter Co-founder & Executive Producer Check One Two @andrewpsalter Simon Tucker Co-founder Check One Two & Attention Seekers Group @Si_Tucker
- 3. #brandwatchtips 3 © 2014 Brandwatch.com Coming Up • Measuring the movement • Real time analysis • Awareness ROI • The future
- 4. #brandwatchtips 4 © 2014 Brandwatch.com Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about out discussion @brandwatch #brandwatchtips A download and recording of the webinar will be made available after the event
- 5. #brandwatchtips 5 © 2014 Brandwatch.com About/ Brandwatch
- 6. #brandwatchtips 6 © 2014 Brandwatch.com About/ Check One Two Check One Two Formed in 2012 by two sets of brothers, Simon and Andrew Salter, and Simon and Phil Tucker. They recognized men were needlessly dying from one of the most preventable forms of cancer. In 2014, #FeelingNuts was born. A movement focused on raising awareness about how to check for testicular cancer.
- 7. #brandwatchtips 7 © 2014 Brandwatch.com Brandwatch and Check One Two Join
- 8. #brandwatchtips 8 © 2014 Brandwatch.com Measuring the Movement Start Capturing the Progress Total Mentions: 61,000 | #FeelingNuts Retweets: 56,000 | Unique Posts Per Day: 861
- 9. #brandwatchtips 9 © 2014 Brandwatch.com The Importance of Influencers Join the movement @check_one_two by tweeting a pic of you grabbing your crotch: #Feelingnuts bit.ly/crotchgrab everyone is doing it! Ricky Gervaus @rickygervais 170 RETWEETS | 344 FAVORITES Stephen Fry @stephenfry 167 RETWEETS | 181 FAVORITES I accept #feelingnuts raising awareness for testicular cancer. I nominate @ActuallyNPH @michaelstrahan @rickygervais Hugh Jackman @RealHughJackman 2281 RETWEETS | 3241 FAVORITES .@rickedwards1 Get a load of this! #feelingnuts I nominate @RedHourBen @aaronpaul_8 @arnettwill
- 10. #brandwatchtips 10 © 2014 Brandwatch.com Analyzing the Influencers 1. Conor Maynard 2. Union J 3. 5 Seconds of Summer 4. Hugh Jackman 3 2 4 1 5 5. Neil Patrick Harris
- 11. #brandwatchtips 11 © 2014 Brandwatch.com Real-Time Analysis The movement culminated in a 90 minute comedy television show broadcast on Channel 4. Using Brandwatch, Check One Two were able to measure the social success of the show in real time: The movement was seen up to 56 million times online during the broadcast 75 countries saw Tweets about the show One new Tweet posted every 1.5 seconds
- 12. #brandwatchtips 12 Minute by Minute Volume During the Show © 2014 Brandwatch.com 1. Show Starts 2. One Direction appear on screen 3. Lad Bible tweet support 4. The Sport Bible tweet support 5. ELLE Magazine tweet support 2 3 4 1 5
- 13. #brandwatchtips 13 © 2014 Brandwatch.com Minute by Minute Celebrity Mentions 1. Jack Whitehall 2. One Direction 4 3 2 3. Jamie Laing 4. Nina Conti | Jimmy Carr 1
- 14. #brandwatchtips 14 © 2014 Brandwatch.com Minute by Minute Gender Comparison 1. Show Starts 2. One Direction appear on screen 3. Lad Bible tweet support 3 4 1 2 4. The Sport Bible tweet support 5. ELLE Magazine tweet support 2 3 4 1 5
- 15. #brandwatchtips 15 Testicular Cancer Conversation – Real ROI By far the greatest achievement of Check One Two’s movement was the significant rise in conversation about testicular cancer. Their social strategy led to a symbolic increase in testicular cancer awareness © 2014 Brandwatch.com Mentions about testicular cancer have increased since the campaign began Conversation about testicular cancer grew eight times higher then average
- 16. #brandwatchtips 16 © 2014 Brandwatch.com The Future 40%
- 17. #brandwatchtips 17 © 2014 Brandwatch.com Q & A
- 18. #brandwatchtips 18 © 2014 Brandwatch.com Find more content here: brandwatch.com/blog contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1
Notes de l'éditeur
- Hi – this is just a screenshot of a different webinar. Can we reuse this slide? It’s taken from the webinar titled “So what: Evolving from Social Date to Social Intelligence”.
- Script: Start Capturing the Progress The #FeelingNuts movement was growing faster than ever and they needed a powerful social listening solution to measure and analyze the campaign. Brandwatch offered their dashboard, equipped with rules and categories set out to monitor exactly how well they’re doing.
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