Post on 14-Apr-2017
Social Secrets to Drive Campaigns,!Increase Revenue, and Predict Elections!
#netbaselive!
Today’s Speakers!
Hallie Wright!Content Strategist!
Santy!@hallie495!
Mike Baglietto!Sr. Product Marketing Manager!
NetBase!@mike_baglietto!
#netbaselive!
Agenda!
4! Can social analytics predict election results? !
5! Q&A!
3! Predicting outcomes (Credit Suisse case study)!
2! Using social to drive strategy, increase revenue, and improve campaign success !
1! Importance of social to solve business problems!
#netbaselive!
!ENTERPRISE SCALE SOCIAL !
MEDIA ANALYTICS !THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM "
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE !
#netbaselive!
Recognized as a Leader by Analysts and Customers!
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!
#netbaselive!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS!
© 2015 NetBase Solutions. All Rights Reserved Worldwide.!
Importance of Social to Solve Problems!
#netbaselive!
Drive revenue by improving campaign performance!
Manage risk by identifying social decision situations !
Improve retention by understanding consumer sentiment!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS!
© 2015 NetBase Solutions. All Rights Reserved Worldwide.! #netbaselive!
What is the impact of the conversation?!
Issue! Industry!
How big is the conversation in relation to others?!
Previous!Issue!
Parallel!Issue!
Parallel!Issue!
Previous!Issue!
Are attitudes in line with other issues? !
1. Volume!
Net Sentiment!
-10! -30! -40!
50! 25! 5!
Who is driving the conversation?!
Where is conversation happening?!
Reach!
Volume!
Influence!
Type! Popular!
Understand The Context Around The Conversation!2. Sentiment! 3. Who is Talking!
How strongly do people feel? !
Using social to drive strategy, increase revenue, and improve campaign success !
#netbaselive!
CLIENT " PROJECT!
Determine Brand Relevance & Opportunity
!! What do people really care about?!!! What does that mean for your brand? !!! What does it mean for your business?!
!"#$%&'#()*#+
Uncover New Market Opportunities
!! Global Snack brand wanted to better understand how they could enter the social space !
!! Their goal was to grow social footprint in U.S. and introduce the snack to audiences in a unique but relatable way.!
!
!"#$%&'#()*#+
!! Customer attitudes and behavior!!! Top sources of existing brand conversations and
opportunities to gain share of voice!!! Position in competitive landscape!
Social to Inform Campaign Strategy
!"#$%&'#()*#+
Recommended Channel Strategy
Loyal brand following
!"#$%&'#()*#+
Identified Major DMAs for Targeted Media
!"#$%&'#()*#+
Behaviors+ Emotions+
Insights to Drive Campaign Strategy
!"#$%&'#()*#+
“Pocky Day” Campaign Results
!"#$%&'#()*#+
4X!
!"#$%&'#()*#+
Brand Mentions Relative to Competition
!"#$%&'#()*#+
Smaller Share of Voice
Brand Results: Sept 2015 – March 2016
Social footprint +870%!
!"#$%&'#()*#+
Mentions+ Potential Impressions+
60%!
70%! 133%!(610,401)+
Posts+(526,788)+
(230,007,528)+
!"#$%&'()*+%,-&(.&/#01%2&3)*,+4&567'8*++
Channels !for
Engagement!
Favorite Travel
Benefits!
Attitudes !and !
Perceptions!
!! Customer attitudes about key brand “touch points”!!! Top sources of existing brand conversations!!! Key personas for communication strategy targeting!
Use Social Intelligence to Identify
!"#$%&'#()*#+
Channels with Highest Brand Mentions
!"#$%&'#()*#+
Primary Channel Demographics
Twitter*!471K mentions!Largest Age Range: 18-34!HHI: $75,000+ !Male: 48%!Female: 52%!Bachelors: 28%!Some college: 49%!!!
ThePointsGuy** !5K mentions!Median age: 34!HHI: $100,000!Male: 77%!Female: 33% Bachelors 36% !!!!
Reddit***!3K mentions!Median Age: 35!HHI: $68,000!Male: 64%!Female: 34%!Bachelors: 35%!Graduate: 12%!Some College: 39%!
!!
*Pew, Demographics of Key Social Networks, 2014, 2010 U.S. Census, KISSmetrics, Who Likes What?!**The Points Guy 2014 Media Kit!***2014 Reddit Media Kit, 2011 Reddit Survey!! ! !"#$%&'#()*#+
Identify Favorite Program Features
!"#$%&'#()*#+
Mobile App+ Website+
Direct Users to the Best Brand Experience
!"#$%&'#()*#+
Strategic Recommendations
!! Channel-specific strategy: Twitter as "hub" for communicating with key customer segment!
!! Highlight first-class upgrades over all other loyalty program perks!
!! Drive traffic to mobile app experience over website (and, prioritize web updates)"!
!"#$%&'#()*#+
Predicting Outcomes with Social!
#netbaselive!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS!
© 2015 NetBase Solutions. All Rights Reserved Worldwide.!
The bank [Credit Suisse], it turns out, has teamed up with an online analytics firm called NetBase to develop a tool within the fashion big-data game, to better be able to advise clients about what brands may or may not find consumer favor in months
to come…!
,+
#netbaselive!
The Old Model Didn’t Work Well!
Focus groups!
Store checks!
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Small sample surveys!
Predicting Which Brands to Bank On!
Identify moments of inflection that companies and investors often miss!
Use Net Sentiment relative to brand peer groups over time!
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Look for a shift in how consumers are talking about brands over time!
Coach - The Peak Moment!
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Coach - Behind the Scenes!
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Coach – High % of Negative Discussions!
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Banking on Chipotle!
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Using Social to Predict Election Results!
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“Were it not for the Internet, Barack Obama would not be president.!Were it not for the Internet, Barack Obama would not have been the nominee.”!
! ! ! !-Arianna Huffington!
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Source: Pew Research!
Social Analytics and Election Results
35% of registered voters feel more personally connected when following a political candidate!
26% of registered voters find information from politicians’ social networking sites “more reliable” than that of traditional news organizations!
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-.+-.+#netbaselive!
Social Analytics and Election Results
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National Volume, Sentiment, and Passion
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Iowa Sentiment towards Candidates
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Our Predictions Were Correct!
Leading Candidates Over Last 3 Months
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Finally, no matter the candidate, !the top emoji used in mentions about them is ….!
#netbaselive!
#netbaselive!
http://www.netbase.com/presidential-elections2016!
In Summary!
#netbaselive!
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Use social to inform and improve campaign strategy!
Identify opportunities to engage your customers!
Predict outcomes using SOV, net sentiment, and passion!
T R U S T E D B Y T H E W O R L D ’ S T O 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. !
Learn more at NetBase.com | call 1-855-762-6764!