5 Hottest Trends in Social Analytics

September 14, 2016

Introduction

Mike Baglietto Sr. Product Marketing Manager

NetBase

2

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TOP BRANDS.

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Introduction

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Hot Trend #1

CONVERGED MEDIA

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5 Hot Trend #1 CONVERGED MEDIA

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6

Analyze Conversations by Channel

Partner activity is VERY LOW – an opportunity for more activity.

Earned media is performing GREAT! Lots of brand mentions and content being shared.

Hot Trend #1 CONVERGED MEDIA

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7

Social Activity by Earned Channels

Hot Trend #1 CONVERGED MEDIA

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8 Hot Trend #1 CONVERGED MEDIA

Samsung Earned Conversations

Who is being talked about? What’s being shared? What is trending?

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Hot Trend #2

FACEBOOK TOPIC DATA

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10 Hot Trend #2 FACEBOOK TOPIC DATA

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11 Hot Trend #2 FACEBOOK TOPIC DATA

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12 Hot Trend #2 FACEBOOK TOPIC DATA

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• Brand Manager wanted to improve engagement and presence for a snack brand around sporting events.

• Identified key demographics and timing to improve social engagement.

• Created more relevant messaging with better timing to match engagement patterns prior to game

Improving Product Launch Effectiveness

18-24

MALE

35-66

FEMALE

ASSUMPTIONS Vs. DATA

FRIENDS FAMILY

13 Hot Trend #2 FACEBOOK TOPIC DATA

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Hot Trend #3

VISUAL LISTENING

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15 Hot Trend #3 VISUAL LISTENING

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16

• Information is becoming increasingly more visual, as consumers’ attention span shrinks

• 65% of CMOs say visual assets are their most important content*

• Images give up to 50% additional context in social media analytics

*Source: “From Creativity to Content,” The CMO Council, Aug. 2015.

Hot Trend #3 VISUAL LISTENING

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17 Hot Trend #3 VISUAL LISTENING

• Capture all mentions. View and analyze visual posts for your brand

• Monitor reputation risks. Be the first to

know if your logo is used in inappropriate context

• Find inspiration. Gain ideas for creative content and sponsors

• Evaluate campaign performance. Have a full picture of what your consumers are

sharing

Understand and Manage Your Visual Brand

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18 Hot Trend #3 VISUAL LISTENING

Visual Listening Helps Answer These Questions

How are consumers interacting with my

brand right now?

How is my brand being portrayed in partnered and

sponsored events /activities?

Did the new creative make a difference to my

big budget promotion campaign?

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Hot Trend #4

AUDIENCE ANALYTICS

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20 Traditional Persona Approaches Missed Important Details

• Born 1948

• Grew up in

England

• Married twice

• 2 children

• Successful in

business

• Wealthy

Person 1

• Born 1948

• Grew up in

England

• Married twice

• 2 children

• Successful in

business

• Wealthy

Person 2

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21 Traditional Persona Approaches Missed Important Details

• Born 1948

• Grew up in

England

• Married twice

• 2 children

• Successful in

business

• Wealthy

Person 1

• Born 1948

• Grew up in

England

• Married twice

• 2 children

• Successful in

business

• Wealthy

Person 2

Prince Charles Ozzy Osbourne

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22 Hot Trend #4 AUDIENCE ANALYTICS

Behavior/ Attitudes/ Personas

Demographic /

Life Stages

Benefits Sought/

Occasion

Interests/ Influence

Brand Affinities

Geography NetBase

Audience 3D

E x t e n d S t r a t e g y &

S e g m e n t a t i o n I n t o T h e

S o c i a l Wo r l d

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23 Hot Trend #4 AUDIENCE ANALYTICS

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Market

Research/

White Space

Customer

Strategy

Media

Planning

Marketing Strategy

Content &

Creative Campaign

Mgmt.

Content & Creative

Development

Campaign

Execution

Campaign

Analysis

Targeted

Advertising

24 Hot Trend #4 AUDIENCE ANALYTICS

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25 Hot Trend #4 AUDIENCE ANALYTICS

Strong Interest in Emerging Artists Potential Partnership Opportunities

• Celebrity endorsement

• Background songs • Ring tones • etc.

2.41

2.42

2.55

2.77

3.69

3.69

3.69

3.69

3.77

4.61

Lisa Raye

Tyler

Ty Dolla

Nicki Minaj

Kyla

Mary J Blige

Wizkid

Troy Ave

Joey Badass

@JODYHiGHROLLER

Samsung™ - Emerging Artist vs. Gen Pop

Indexed top 10

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26 Hot Trend #4 AUDIENCE ANALYTICS

Over-indexing on animated television shows

Popular TV Shows Identify

Placement Opportunities

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27 Hot Trend #4 AUDIENCE ANALYTICS

Associated with Luxury Brands

A favorite of fashion conscious consumers

Could be related to high female sentiment and passion index

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28 Social Insights Drive 3.7M App Downloads.

Introduced new mobile ordering app for

600+ locations

Identified 3.5 million consumers for precise

emotional and behavioral targeting

• Extend reach by 4X

• 2.5X higher retweet rate

• 20%users more likely to purchase

• Users spend more than $10/order

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Hot Trend #5

CUSTOMER EXPERIENCE

MANAGEMENT

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30 The Customer’s Expectation is Growing

48% of Americans expect brands to know them and help them discover

new products or services that fit their needs.

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31 Hot Trend #5 CUSTOMER EXPERIENCE MANAGEMENT

37% of CEOs

Say Customer Experience

Management is the top priority.

Source: Gartner CEO Survey

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32 Customer Experience Feedback Drives Top Line

Companies can generate up

to $1B of additional revenue

by improving customer

experience score by 10%.

$1B New Revenue

Source: Forrester

33 But, Understanding Customer Data is Very Complex

Data is Everywhere

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34 But, Understanding Customer Data is Very Complex

Data is Everywhere Its’s Growing Rapidly

90%

Unstructured

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35 But, Understanding Customer Data is Very Complex

Data is Everywhere Its’s Growing Rapidly It’s Mostly Unstructured

90%

Unstructured

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36 Transform Customer Data from Any Source

Social Media

Customer Care Digital Channels

Survey Systems

CRM

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37 Transform Customer Data from Any Source

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Fuel Every Aspect of Your Business

Benefits of a Data Driven Customer Experience 38

Boost Campaign Performance

Respond to Crises in Real Time

Lower Customer Care Costs

Improve Brand

Health

Maximize Product Launch Results

Drive Customer Acquisition and Retention

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39 Zenni Optical Wanted to Gain More Customers

Traditional Buyer Profiles Lacked Depth

• Traditional persona profiles lacked depth needed to engage

buyers

• Customer data from every digital touch point

• Wanted to analyze all data available to identify most popular

styles and buyer profiles

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40

Social Media

Digital Channels

CRM

Unified view of CX

Created 4 rich buyer personas

Engaged consumers with personalized content

Developed Rich Buyer Personas by Uniting all Digital Touch Points

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41

$1.1M in online revenue

9,655% return on investment

573K unique visitors

Engaging Experience Hits Above Expectations

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42 NetBase Best-of-Breed Platform

Open API

NetBase Aggregates and Delivers Insights on All Sources of Data

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43

Omni-Source

Single Platform

Deep Insights

Fast Implementation

Why NetBase

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44 Summary

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Converged Media

Facebook Topic Data

Visual Listening

Audience Analytics

Customer Experience Management

45

THREE DAYS OF UNFORGETTABLE SOCIAL MEDIA INSIGHTS

THAT WILL HAVE A DIRECT IMPACT ON YOUR SUCCESS

33 game changing sessions that will inspire

you – Coca-Cola, Visa, Yum! and others

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