the 5 hottest trends in social analytics
TRANSCRIPT
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5 Hottest Trends in Social Analytics
September 14, 2016
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Introduction
Mike Baglietto Sr. Product Marketing Manager
NetBase
2
#NetbaseWebinar
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TRUSTED BY THE WORLD’S
TOP BRANDS.
Transform Customer Data into action to fuel
every aspect of your business
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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
#NetBaseWebinar
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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
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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
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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
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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
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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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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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$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
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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
http://www.netbase.com/nblive2016/
OCT 25th-27th IN SAN FRANCISCO
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