powering and optimizing your brand with social …...powering and optimizing your brand with social...
TRANSCRIPT
![Page 1: Powering and Optimizing your Brand with Social …...Powering and Optimizing your Brand with Social Intelligence Ryan Taketa Product Marketing Manager NetBase - Social Analytics @artee46](https://reader034.vdocuments.net/reader034/viewer/2022042809/5f96402b94a334538f4ff83c/html5/thumbnails/1.jpg)
Powering and Optimizing
your Brand with Social
Intel l igence
Ryan Taketa
Product Marketing Manager
NetBase - Social Analytics
@artee46
Ted Tagalakis
Director, Marketing Science & Digital Strategy
Ames Scullin O’Haire Advertising
@Ted_Tag
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T R U S T E D B Y T H E W O R L D ’ S TO P B R A N D S .
NetBase helps them analyze millions of social media posts, process real-time data, and support every
facet of business.
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O U R P L AT F O R M D E L I V E R S
R E A L B U S I N E S S VA L U E .
Progressive brands and agencies use NetBase
to see their brand through the eyes of
consumers.
Increase Revenue
Improve Productivity
Reduce & Manage Risk
Decrease Costs
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A CASE STUDY IN SOCIAL
INTELLIGENCE
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NETBASE PAGE 5 LEADING SOCIAL BUSINESS PLATFORM
CONFIDENTIAL | © 2015 NetBase Solutions. All Rights Reserved Worldwide.
Social Intelligence affords us the opportunity to holistically gather, analyze, and understand
the voice of our consumer across a broad spectrum of topics
in both a qualitative and quantitative means faster than ever before.
Are you Listening?
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UNDERSTANDING THE VOICE
OF THE CONSUMER
CONSUMER
INSIGHTS
OPTIMIZING MESSAGING
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HOW MUCH ARE THEY
TALKING?
Big time!
Almost 300 million
potential
impressions!
March through
August are prime
for messaging.
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DO THEY LIKE US?
YES…
Our consumer not
only likes us…
They LOVE us!
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WHAT DO THEY LIKE?
Animals:
• Manta Rays
• Belugas
• Jelly Fish
• Dolphins
Experiences:
• Sea Nights/Sips Under the
Sea
• Backstage Tours
•
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WHERE ARE THEY?
They’re everywhere.
BUT…
The Southeast continued to
demonstrate a strategic
opportunity.
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CREATIVE AND MEDIA
ROCKED THE CAMPAIGNS!
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2015 RESULTS AND IMPACT
174%
Increase in Potential
Impressions
304M to 804M
April – July
Increased Potential
Impressions
110M to 182M YoY
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ALL ABOUT ATTENDANCE
Attendance Up
8%
Ranked #1
Aquarium in the US by
TripAdvisor
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"The on ly way to be p roac t i ve w i th your
aud ience is to accura te ly p red ic t what t hey ’ re
go ing to say. Soc ia l in te l l i gence a l lows us to
f i nd those pa t te rns in on l ine behav io r tha t
make us be t te r marke te rs and communica to rs
by an t i c ipa t ing the needs o f our gues ts and
f ans . “
-Ros ie Judd , D i rec to r, D ig i ta l Med ia
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NON-TRADITIONAL USE
CONSUMER
INSIGHTS
OPTIMIZING MESSAGING
PERFORMANCE
MARKETING
OPTIMIZING PAID
SEARCH
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Our c l ien t had t r ied pa id search p rev ious ly
w i th l im i ted resu l t s and no ac t i ve campa ign
had been imp lemented in severa l years .
A LITTLE HISTORY…
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INSIGHT #1
While examining
Sentiment Drivers a
few items popped
out about pricing
and potential
promotions.
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INSIGHT #2
A brand analysis
indicated a few other
local attractions
entered the Georgia
Aquarium’s social
conversation.
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INSIGHT #3
Where were these conversations taking place?
Which Metro Areas and which cities contributed?
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THE CAMPAIGNS
Value & Discounts 1
2
3
Things to do while in Atlanta for the DMA
Things to do in Atlanta for those outside of the Atlanta DMA in
certain identified markets
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THE RESULTS
Value & Discounts - ROI 1,129%
1
2
3
Things to do while in Atlanta for the DMA - ROI 883%
Things to do in Atlanta for those outside of the Atlanta DMA in
certain identified markets - ROI 507%
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MORE THAN MARKETING
CONSUMER
INSIGHTS
OPTIMIZING MESSAGING
PERFORMANCE
MARKETING
OPTIMIZING PAID
SEARCH
CRISIS
MANAGEMENT
QUALITATIVE AND
QUANTITATIVE
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A VERY SAD DAY
O n O c t o b e r 2 2 , 2 0 1 5 , M a r i s , t h e b e l o v e d f e m a l e B e l u g a w h a l e , u n e x p e c t e d l y p a s s e d a w a y.
W i t h i n m o m e n t s o f t h e i n i t i a l p r e s s r e l e a s e h i t t i n g t h e w i r e , N e t B a s e a l e r t s i d e n t i f i e d t h e e v e n t .
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ALERTING THE TEAM
After the first alert hit, confirmed that the information was correct with the Georgia Aquarium’s Director of Digital Media.
Called NetBase team and worked with them after-hours to optimize
current topics, access full firehose, and set up crisis specific topics.
Started to collect and analyze social data for crisis support planning.
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AN AVALANCHE OF DATA
Within hours of the news breaking…
• Net Sentiment went from +98 to -50.
• Online Mentions jumped from around 200/day to over 4,200.
• Potential online exposure was in excess of 55,000,000 impressions.
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SOCIAL INTELLIGENCE WHEN
YOU NEED IT MOST
The two main areas of guidance for the client.
• Identified key items that should be addressed in messaging and a
subsequent press conference.
• Instantaneous qualitative and quantitative analysis of
conversational themes for brand health.
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WITHOUT SOCIAL INTELLIGENCE,
IT ’S JUST ANOTHER OPINION
S o c i a l i n t e l l i g e n c e a l l o w s u s t o a n a l y z e u n s t r u c t u r e d
b i g d a t a i n s u c h a w a y t h a t w e c a n i d e n t i f y k e y i n s i g h t s t o a s s i s t o u r c l i e n t s i n m a k i n g s o u n d
b u s i n e s s d e c i s i o n s
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Say Hel lo
Ryan Taketa
NetBase Product Marketing
@artee46
Jami Blackburn
NetBase Marketing Manager
@jami_blackburn
Ted Tagalakis
Ames Scullin O’Haire Director
@Ted_Tag