Social Analytics Best Practices Webinar
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The document outlines best practices for brand health, competitive intelligence, and campaign management utilizing social media analytics by NetBase. It emphasizes continuous brand monitoring, engaging consumers for brand favorability, and leveraging insights for targeted campaigns. Additionally, it discusses the importance of real-time feedback and understanding audience sentiments to improve campaign performance and customer experience.
![When Measuring Volume, also Monitor
Change
53%
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27%
[VALUE] 20%
[VALUE]
0
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60,000
Brand A
Brand B
Brand C
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Competitive Set – Cumulative Buzz Volume
(August 2015)
Buzz Volume Change
(7/15 vs 8/15)
-10% +30% +2%](https://image.slidesharecdn.com/netbasewbbrandhealth3057-160714195129/85/Social-Analytics-Best-Practices-Webinar-15-320.jpg)
Social Analytics Best Practices Webinar
- 1. BEST PRACTICES FOR BRAND HEALTH, COMPETITIVE INTELLIGENCE, AND CAMPAIGN MANAGEMENT @NetBase
- 2. ENTERPRISE SCALE SOCIAL MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE @NetBase
- 3. Welcome Brittany Burgeson Account Executive Ogilvy PR @BrittBurgeson Anna Startseva Product Marketing NetBase @AnnaStartse @NetBase
- 4. “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” — David Ogilvy
- 6. Agenda @NetBase Sharpen your social analytics knowledge about brand health, competitive intelligence, and campaign monitoring Hear how leading companies rely on social insights to yield a larger share of mind and wallet from their target customers Learn how to segment your audience for personalized content and innovative measurement techniques 1 2 3
- 7. Brand Health Best Practices Continuous monitoring – regular checks, not snapshots Competitive comparisons – feel for the category Engage with consumers to drive brand favorability (and ultimately revenue!)
- 8. Best In Class: Targeted Trolling
- 9. Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes Get More Insights From Each Post
- 10. EMOTIONS Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes
- 11. Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes Gender Influence Sentiment Source Location EMOTIONS BEHAVIORS ATTRIBUTES PEOPLE BRANDS HASHTAGS
- 12. Switching from iPhone to Samsung because of the battery life – so frustrating! Plus the iPhone Spotify app doesn’t work right. SENTIMENT ACTION REASON Samsung iPhone switching to switching from battery life battery life Spotify NATURAL LANGUAGE PROCESSING
- 13. Financial Services Company Proactively Addresses Client Concerns Fortune 500 financial services company uses NetBase to identify key aspects of brand health and proactively engages on these topics with consumers @NetBase Found an issue impacting customer trust in credit card industry. Ran a campaign focused on “zero liability consumer policy”. Reversed the trend. Decided to invest in more educational campaigns.
- 14. Competitive Intelligence: Beyond Owned Footprint Benchmark progress Learn from others Understand your customer
- 15. When Measuring Volume, also Monitor Change 53% [VALUE] 27% [VALUE] 20% [VALUE] 0 20,000 40,000 60,000 Brand A Brand B Brand C #ofPosts Competitive Set – Cumulative Buzz Volume (August 2015) Buzz Volume Change (7/15 vs 8/15) -10% +30% +2%
- 16. 19% -3% -29% -50% 0% 50% Brand C Brand A Brand B Competitive Set – Net Sentiment (August 2015) Sentiment Sheds Light on Overall Trends positive negative Net Sentiment Change (7/15 vs 8/15) +5 pts +3 pts -2 pts
- 17. A Wireless Network Attracts Customers Switching from Competitors The leading US wireless network uses NetBase to identify key consumer dislikes and track network switching behavior for competitors. @NetBase Understand why people switch from competitive providers. Incorporates churn insights into ad campaigns & loyalty programs. Targeted campaigns help the network achieve growth.
- 18. Campaign Monitoring Best Practices Get real-time campaign feedback from consumers Set social KPIs that tie to business goals Benchmark consumer and detractor audiences pre-, during- and post-campaign @NetBase
- 20. A Quick Serve Restaurant Chain Created the Best Product Launch in Decades The top global franchise uses NetBase to understand consumer response and solves operational issues in real-time to guarantee amazing customer experience. @NetBase Detected issues with product shortages & incorrect information. Instant response to course correct in next time zone on launch day. U.S. same-store sales increased, outperforming the industry.
- 21. Childhood Vaccination Conversation: Who? Where? Why? 70% 11% 11% 7% 1% 0% Overall Share of Voice across Top Parenting Forums babycenter.com whattoexpect.com cafemom.com thebump.com mothering.com justmommies.com 56% 12% 10% 3% 19% 0% Vaccination Share of Voice across Top Parenting Forums babycenter.com whattoexpect.com cafemom.com thebump.com mothering.com justmommies.com
- 22. Intersection of a Measles Outbreak & Politics Drove Vaccination Buzz - 500 1,000 1,500 2,000 2,500 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 BuzzVolumeonForums Vaccination Posts on Forums by Day N = 78,202
- 23. Facilitating the Decision-Making Process Strategic opportunity to join the discussion Top Authors Key Influencers Topic Themes Sentiment Drivers
- 24. Audience Fingerprints Get a deeper reading of the segments within your brand DNA. @NetBase
- 25. A Quick Serve Restaurant Chain Understands Fan Perceptions Post-Launch The top global franchise uses NetBase to understand ad effectiveness on fans during its largest product launch. @NetBase Created segments of people who mentioned the campaign positively. Analyzed change in perception of target segments due to campaign. Discovered that campaign moved the needle in positive sentiment.
- 26. Know Brand & competitors to create differentiated marketing Secret Sauce for Social Media Success 1 2 3 Real-time monitoring lifts CX & campaign performance Audience insights are the new frontier in social analytics 4 5 @NetBase Benchmark performance to appropriately course correct Listen, simply listen
- 27. ENTERPRISE SCALE SOCIAL MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE Learn more at NetBase.com | call 855-762-6764