WELCOME

Mihir Minawala Manager of Social, Industry

& Competitive Intel Taco Bell

@MihirMinawala

John Heywood Product Manager

Data Products Twitter

@johnheywood

Pernille Bruun-Jensen Chief Marketing

Officer NetBase

@PernilleBruunJ

@PernilleBruunJ

MILLENNIALS & SOCIAL: HOW TACO BELL REACHED MILLIONS

WITH MOBILE APP LAUNCH

@NetBase

AGENDA

•  NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•  MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL

•  NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING

•  Q&A

@PernilleBruunJ

AGENDA

•  NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•  MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL

•  NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING

•  Q&A

@PernilleBruunJ

INTRODUCING NETBASE AUDIENCE 3D

Go beyond the industry’s standard flat analytics. Our brand new product gives you the entire, dimensional social

story— and a profound understanding of your audience to deliver real value.

 @PernilleBruunJ

UNDERSTAND YOUR AUDIENCES IN MORE DIMENSIONS THAN EVER BEFORE.

@PernilleBruunJ

THE PROBLEM

@PernilleBruunJ

Your brand lens is only a tiny fraction of your audience’s full

conversation.

Fractional View

@PernilleBruunJ

Your brand lens is only a tiny fraction of your audience’s full

conversation.

Fractional View

@PernilleBruunJ

SUCCESS WILL BELONG TO CMOS WHO UNDERSTAND

AUDIENCES ON EVERY LEVEL

@PernilleBruunJ

Get a dimensional understanding of your

consumer.

Develop audience-centric content that will resonate.

Deliver the right message to the right audience at the right time—then

track and measure it.

AUDIENCE 3D CAN CHANGE YOUR BUSINESS

Marketing Strategy  

Content & Creative Development

 

Targeted Advertising

 

@PernilleBruunJ

AGENDA

•  NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•  MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL

•  NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING

•  Q&A

@PernilleBruunJ

Mobile Ordering App –

innovating in marketing

@MihirMinawala

@MihirMinawala

FROM

Relying on proxies that ASSUME

what might drive an audience

TO

NetBase Audience 3D where we can KNOW

what drives an audience right now

@MihirMinawala

Audience Approach to Growth EXTEND  REACH  to  audiences  that  act  like  your  followers  and  will  amplify  your  message  

1

2

3

4

MEASURE  CAMPAIGN  SUCCESS  down  to  each  audience  segment  and  iden6fy  over  performing  vs.  under  performing  segments  

TRACK  &  UNDERSTAND  YOUR  ENGAGED  AUDIENCE:  –  Create  addi6onal  highly  engaged  audiences  –  Iden6fy  addi6onal  opportuni6es  to  engage  with  your  

audience  organically  

HARNESS  THE  POWER  of  your  audience  to  drive  smarter  marke6ng  –  retarget  audience  to  enable  addi6onal  touches  and  stronger  conversion  

@MihirMinawala

3.5M  speaking  posi6vely  4X    Extended  reach  

NetBase  extended  reach  &  increased  engagement  

Taco Bell Mobile Ordering Launch

14%  Engage  Rate  Avg.    

20%  higher  purchase  rates  

Created  90  emo6onal  &  behavioral  micro-­‐segments  

Targeted  segments  via  Promoted  

@MihirMinawala

What  they  Crave   What  they  Eat  

Track & Understand Audience

@MihirMinawala

What  they  Use   Waze  /  Taco  Bell  PotenLal  

Find More Ways to Expand Targeting

@MihirMinawala

In Summary EXTEND  REACH  to  audiences  that  act  like  your  followers  and  will  amplify  your  message  

1

2

3

4

MEASURE  CAMPAIGN  success  down  to  each  audience  segment  and  iden6fy  over  performing  vs.  under  performing  segments  

TRACK  &  UNDERSTAND  YOUR  ENGAGED  AUDIENCE:  –  Create  addi6onal  highly  engaged  audiences  –  Iden6fy  addi6onal  opportuni6es  to  engage  with  your  

audience  organically  

HARNESS  THE  POWER  of  your  audience  to  drive  smarter  marke6ng  –  retarget  audience  to  enable  addi6onal  touches  and  stronger  conversion  

@MihirMinawala

AGENDA

•  NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•  MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL

•  NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING

•  Q&A

@PernilleBruunJ

WHAT IS POSSIBLE WHEN YOU KNOW WHAT THE WHOLE WORLD IS THINKING ABOUT ANY TOPIC

AT ANY TIME?

@johnheywood

Publisher   Data  PlaOorm  

Data  Analy6cs  Providers  

Brands  

 Ac6ng  on  Insights  from  TwiPer  Data  Providing  Analysis    from  TwiPer  Data  

Filtering,  Enriching    &  Distribu6ng  Content  

Crea6ng  Social    Media  Content  

Twitter, Gnip & Our Data Ecosystem

@johnheywood

Gnip’s Enterprise API Products

HISTORICAL  REALTIME   INSIGHTS  

@johnheywood

The Making of Enterprise Data

@johnheywood

Twitter’s Insights APIs

@johnheywood

The Importance of Audiences on Twitter

Communities congregate on Twitter 1

2

3 Two way feedback loop

Strong signals about what matters most

@johnheywood

How NetBase is Using Twitter Data

AUDIENCE INSIGHTS

@johnheywood

How NetBase is Using Twitter Data

@johnheywood

AUDIENCE 3D A HEART-TO-HEART WITH

MILL IONS.

Tap into a custom audience for goal-specific insights, harder hitting custom creative, and campaigns that will heighten

customer engagement—and your bottom line.

@PernilleBruunJ

LIKE NOTHING ELSE No longer guessing what your audience thinks and feels.

Create completely custom audiences

Discover real-time emerging trends

Filter down results to what you need

Target and measure valued

audiences

@PernilleBruunJ

B R A N D N E W & O N LY F R O M N E T B A S E

A U D I E N C E 3 D

Learn more at NetBase.com | call 1-855-762-6764