The Audience Perspective: How Innovation in Social Listening Ignites Marketing Success
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Transcript of The Audience Perspective: How Innovation in Social Listening Ignites Marketing Success
The Audience Perspective – How Innovation in Social Listening Ignites
Marketing Success
#NetBaseLive
• Brands Are Demanding More From Social
• The Evolution of Social - From Keyword To Audience
• Real Audience-Centric Case Studies
• Actionable Next Steps
• Q&A
Agenda
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ENTERPRISE SOCIAL ANALYTICS
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NetBase named Leader
in Social Media Suites
NOV 2015
NetBase ranks at top in
Social Media Monitoring Tools
NOV 2015
Best In Class
CGT Reader’s Choice
NOV 2015
NetBase rated a Leader
The Forrester WaveTM:
Enterprise Listening Platforms
Q1 2016
Recognized As A Leader
By Analysts & Customers
#NetBaseLive
Know Your
Audience
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Social Means Business
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“We think of social data as a way to count things.
That’s not necessarily all bad, but it’s about a
quarter of what you can actually do with this data.”
Chuck Hemann, Intel
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#NetBaseLive
2 Provide insights that lead to improvements in customer retention
3 Provide insights that build a brand’s reputation and value
1 Provide insights that lead to accelerate customer acquisition
Brands Demand More
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• Social Media is critical in helping CMOs achieve KPIs
• Audience-driven listening enables targeted activation and insights discovery
• Audience-centric listening delivers advantages over keyword-based listening
• Audience-centric listening supports customer acquisition and retention
• Actionable next steps for your organization
What We Are Exploring
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The Evolution Of Social
#NetBaseLive
#NetBaseLive
#NetBaseLive
The Evolution Of Social Will Take
You From Keywords
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Keyword L is tening
Quickly surface brand mentions
Isolate Opportunities of threats
Explore specific topics
Monitor in real-time
Audience L is tening
Focus on targeted segments
Surface key insights about audience
Discover interests beyond category
Research in real-time
Audience Listening’s Advantages
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Audience Listening Aligns With
Traditional Research Methods
“In terms of consumer insights, that is huge. We now have the ability to
massively benefit research. We can’t live without one or the other (traditional
vs. social analytics) but now we can access social analytics and audience
insight to know what consumers are saying.”
Mihir Minawala, Taco Bell
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Social Media Helps CMOs Reach KPIs
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`
Customer
Acquisition
Customer
Retention
Brand
Value
Key Business Driver: Customer Acquisition
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Key Business Driver: Customer Retention
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Source: Colloquy, Feb. 2015
2.1 Billion
2.6 Billion
3.3 Billion
2010
2012
2014
Total U.S. Members
Consumers Are Adopting Loyalty
Programs Faster Than Ever
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Source: Colloquy, Feb. 2015
Inactive
Members
58%
The Average US household is
enrolled in 29 loyalty programs…
but active in only 12
But Once Signed Up, Members Usually
Just Fade Away
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Customer Retention 7Rewards
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Understand Their Loyal Audience
1
2
3
Identify Relevant Products To Promote
Determine How They Should Speak To Their
Loyal Audience
7-Eleven Took An Audience-
Centric Approach To…
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Interested in promos &
giveaways
Breakfast & coffee are
popular topics
Communicate with
strong emotions
7-Eleven Discovered Unique Traits and
Habits Of Their Loyal Customers
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Key Business Driver: Brand Value
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Extend Reach To Audiences That Act Like My Followers
Increase Engagement & In App Purchase Rates
Better Understand Their Engaged Audience For Smarter Marketing
1
2
3
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Taco Bell Took An Audience-
Centric Approach To…
20% Higher
Purchase Rate
4X
Reach
2.5X
RT Rate
Taco Bell Mobile Ordering App Results
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What they Crave What they Eat
Track & Know Your Audience
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What they Use
Find More Ways to Extend Targeting Efforts
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What they Use Waze / Taco Bell Potential
Find More Ways to Extend Targeting Efforts
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What they Use Waze / Taco Bell Potential
Find More Ways to Extend Targeting Efforts
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STEP 1 - Rethink Your Listening Strategy
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Actionable Next Steps
STEP 1 - Rethink Your Listening Strategy
STEP 2 - Align Priorities with Business Initiatives
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Actionable Next Steps
STEP 1 - Rethink Your Listening Strategy
STEP 2 - Align Priorities with Business Initiatives
STEP 3 - Get the Right Tool for the Job
#NetBaseLive
Actionable Next Steps
STEP 1 - Rethink Your Listening Strategy
STEP 2 - Align Priorities with Business Initiatives
STEP 3 - Get the Right Tool for the Job
STEP 4 - Integrate Audience-Based Listening Throughout The Team
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Actionable Next Steps
STEP 1 - Rethink Your Listening Strategy
STEP 2 - Align Priorities with Business Initiatives
STEP 3 - Get the Right Tool for the Job
STEP 4 - Integrate Audience-Based Listening Throughout The Team
STEP 5 - Measure & Share Success in Real-Time
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Actionable Next Steps
Don’t Forget The Most
Important Rule
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#NetBaseLive
Learn More
For More Insight
Download the
Whitepaper Today
ENTERPRISE SOCIAL ANALYTICS
Learn more at NetBase.com | call 1-855-762-6764