why social data-driven marketers are winning

The Power of Brand Authenticity: Why Social Data-Driven Marketers are Winning

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The REAL Power of Brand Authenticity

CEO, Social Media Explorer | SME Digital

Nichole Kelly

CMO, NetBase

Pernille Bruun-Jensen

•  The NEW challenge

•  Why we play the games

•  The games we are playing

•  Ideas for marketers with a NEW consumer

AGE OF !VALUE

Market positioning identifier

AGE OF !YOU!

Valuable business assets

Deliver satisfying and differentiated experiences

Recognize the human in the data to satisfy the “Mecosystem”

Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.

AGE OF IDENTITY!

AGE OF EXPERIENCE "!

The Evolution of the Brand & Consumer Angle

Beauty & Skincare Categories Change ...

Brands Need Both a Quality Product and a Quality Conversation

Source: Credit Suisse and NetBase 2014-2015

Lululemon  Athle<ca   Lululemon  Founder/CEO  

It’s Beyond Marketing as Emotions Tie to $ As a marketer, you can influence value

all the way to the bottom line by being consumer centric

Source: Credit Suisse and NetBase 2014-2015

HASHTAG

The New Challenge

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#truth

The world is changing

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Why do millenials matter?

–  1/3 of American Workers are millenials

–  They surpassed Gen X to become the LARGEST share of the American workforce

Pew Research Center of Analysis of U.S. Census Bureau Data

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#truth

How it all started

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#truth

It doesn’t look so deceptive

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#truth

It doesn’t look so obvious

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#truth

It can even make you FEEL good

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#truth

It can make you feel like you might MISS out

Source: blog.indiemark.com

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#truth

It can make you feel like you might MISS out

Source: blog.indiemark.com

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#truth

It can even make you FEEL love

I’m Right, You’re Wrong

Success/Image/Status

Parent/Child

I’m so different/You’re Not Like Me

I’m so smart

I belong (to the tribe)

The Games

The I’m So Happy Game

Keeping the peace

Urgency

Scarcity

Conformity

Competition

The Games

It’s Not My/Your Fault

Martyr

Helpless

Safety

Approval

Control

Hero/Villain/Victim

The Games

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Hero

Villain

Victim

Seeking

Safety

Approval

Control

But there’s always a…

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What you need to know about millenials •  Typically children of

divorce •  Want to turn around all the

“wrong” they see in the world

•  Grew up sheltered •  First generation of

children with “schedules”

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What you need to know about millenials •  Focus on change using

technology •  Global thinking •  “Me first” attitude in work

life. Flex-time, sabbaticals •  Political savvy •  Hope to make life

contributions to the world

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What you need to know about millenials

They want EXPERIENCES that help change the WORLD.

http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf

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How to Market With Radical Honesty

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How to Market With Radical Honesty

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How to Market With Radical Honesty

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Get Really REAL

The games YOU play will show up in your marketing

These Brands all generated consumer LOVE

Source: NetBase Original 1-year review of Consumer Posts Net Sentiment = overall direction of consumer feeling Dislikes vs. Likes, scale -100 to +100

Passion Intensity tm = Proprietary calculation of depth of emotions into LOVE or HATE

Dollar Shave Club is Upending Marketing

I buy razors from Dollar Shave Club meet Raechelle.

Shave Butter Magical Stuff from Dollar Shave Club.

In Summary - Ideas for Marketers

See the world through the eyes of your consumer. Listen, give them a Voice, be Real, be Responsive

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Challenge your message – does your ‘game’ need to move on?

Think holistically about the market – your competitors do

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Want to connect after the event?

info@netbase.com nkelly@socialmediaexplorer.com