social analytics best practices webinar

BEST PRACTICES FOR BRAND HEALTH, COMPETIT IVE INTELLIGENCE,

AND CAMPAIGN MANAGEMENT

@NetBase

ENTERPRISE SCALE SOCIAL

MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM

USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

@NetBase

Welcome

Brittany Burgeson Account Executive

Ogilvy PR @BrittBurgeson

Anna Startseva Product Marketing

NetBase @AnnaStartse

@NetBase

“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

— David Ogilvy

OPR Research

Group

Primary Research

Secondary Research

Agenda

@NetBase

Sharpen your social analytics knowledge about brand health, competitive intelligence, and campaign monitoring Hear how leading companies rely on social insights to yield a larger share of mind and wallet from their target customers Learn how to segment your audience for personalized content and innovative measurement techniques

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Brand Health Best Practices Continuous monitoring – regular checks, not snapshots

Competitive comparisons – feel for the category

Engage with consumers to drive brand favorability (and ultimately revenue!)

Best In Class: Targeted Trolling

Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes

Get More Insights From Each Post

EMOTIONS



Gender Influence Sentiment Source Location

EMOTIONS BEHAVIORS ATTRIBUTES

PEOPLE BRANDS HASHTAGS

Switching from iPhone to Samsung because of the battery life – so frustrating! Plus the iPhone Spotify app doesn’t work right.

SENTIMENT ACTION REASON

Samsung iPhone

switching to switching from

battery life battery life

Spotify

NATURAL LANGUAGE PROCESSING

Financial Services Company Proactively Addresses Client Concerns�Fortune 500 financial services company uses NetBase to identify key aspects of brand health and proactively engages on these topics with consumers

@NetBase

Found an issue impacting customer trust in credit card industry.

Ran a campaign focused on “zero liability consumer policy”.

Reversed the trend. Decided to invest in more educational campaigns.

Competitive Intelligence: �Beyond Owned Footprint

Benchmark progress

Learn from others

Understand your customer

When Measuring Volume, also Monitor Change

53% [VALUE]

27% [VALUE] 20%

[VALUE]

0

20,000

40,000

60,000

Brand A Brand B Brand C

# of

Pos

ts

Competitive Set – Cumulative Buzz Volume (August 2015)

Buzz Volume Change (7/15 vs 8/15)

-10% +30% +2%

19%

-3%

-29% -50%

0%

50%

Brand C Brand A Brand B

Competitive Set – Net Sentiment (August 2015)

Sentiment Sheds Light on Overall Trends

positive

negative

Net Sentiment Change (7/15 vs 8/15) +5 pts +3 pts -2 pts

A Wireless Network Attracts Customers Switching from Competitors�The leading US wireless network uses NetBase to identify key consumer dislikes and track network switching behavior for competitors.

@NetBase

Understand why people switch from competitive providers.

Incorporates churn insights into ad campaigns & loyalty programs.

Targeted campaigns help the network achieve growth.

Campaign Monitoring Best Practices

Get real-time campaign feedback from consumers

Set social KPIs that tie to business goals

Benchmark consumer and detractor audiences pre-, during- and post-campaign

@NetBase

A Quick Serve Restaurant Chain Created the Best Product Launch in Decades �The top global franchise uses NetBase to understand consumer response and solves operational issues in real-time to guarantee amazing customer experience.

@NetBase

Detected issues with product shortages & incorrect information.

Instant response to course correct in next time zone on launch day.

U.S. same-store sales increased, outperforming the industry.

Childhood Vaccination Conversation: �Who? Where? Why?

70%

11%

11%

7% 1% 0%

Overall Share of Voice across Top Parenting Forums

babycenter.com

whattoexpect.com

cafemom.com

thebump.com

mothering.com

justmommies.com

56%

12%

10%

3%

19% 0%

Vaccination Share of Voice across Top Parenting Forums

babycenter.com

whattoexpect.com

cafemom.com

thebump.com

mothering.com

justmommies.com

Intersection of a Measles Outbreak & Politics Drove Vaccination Buzz

-

500

1,000

1,500

2,000

2,500

Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15

Buz

z Vo

lum

e on

For

ums

Vaccination Posts on Forums by Day N = 78,202

Facilitating the Decision-Making Process

Strategic opportunity to join the discussion

Top Authors Key

Influencers Topic Themes Sentiment Drivers

Audience Fingerprints

Get a deeper reading of the segments within your brand DNA.

@NetBase

A Quick Serve Restaurant Chain Understands Fan Perceptions Post-Launch�The top global franchise uses NetBase to understand ad effectiveness on fans during its largest product launch.

@NetBase

Created segments of people who mentioned the campaign positively.

Analyzed change in perception of target segments due to campaign.

Discovered that campaign moved the needle in positive sentiment.

Know Brand & competitors to create differentiated marketing

Secret Sauce for Social Media Success 1

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Real-time monitoring lifts CX & campaign performance

Audience insights are the new frontier in social analytics

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5@NetBase

Benchmark performance to appropriately course correct

Listen, simply listen

ENTERPRISE SCALE SOCIAL

MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM

USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

Learn more at NetBase.com | call 855-762-6764