Discovering Unprecedented Ways to Join the Conversation
-
Upload
netbase-solutions-inc -
Category
Marketing
-
view
288 -
download
2
Transcript of Discovering Unprecedented Ways to Join the Conversation
1
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
NETBASE LIVE : OCT 25-27
All-Star Keynotes:
Trevor Noah, The Daily Show
Nathalie Nahai, web psychologist
Cubby Graham, charity: water
Eric Toda, Airbnb
Rob King, ESPN Sportscenter
30 Sessions:
roundtables and breakouts with
social leaders at Facebook,
Google, RocNation, Twitch,
Charles Schwab, Brooks Brothers,
Coca-Cola, The NFL, and more!
700 Social Leaders
200 Global Brands,
Media Companies, &
Agencies
20+ Keynote & Breakout
Sessions
© 2016 NetBase Solutions.
3
Ryan Taketa
Product Marketing Manger
NetBase
@artee46
Today’s Speakers
Sofie Leon Pompa
Integrations Product Manager
Spredfast
@sofieleon
#netbasewebinar
© 2016 NetBase Solutions.
4 Overview
Agenda
1. NetBase + Spredfast Overview
2. Best-of-Breed Approach
3. Integration Benefits
4. Customer Care Demo
5. Q&A
#netbasewebinar
© 2016 NetBase Solutions.
6 A Company’s Goal is to Use Data to Drive the Best Customer
Experience and Fuel Every Aspect of the Business
• Awareness • Brand Health • Crises • Demand Gen.
• Purchase • Service • Satisfaction
• Support • Retention • Loyalty
• Use
• Research
• Sell
• Upsell • Testimonials
Marketing Operations Product Dev Sales Customer Care
#netbasewebinar
© 2016 NetBase Solutions.
7 Customer Experience Data Comes From All Sources
Marketing Operations Product Dev Sales Customer Care
• Awareness • Brand Health • Crises • Demand Gen.
• Purchase • Service • Satisfaction
• Support • Retention • Loyalty
• Use
• Research • Sell
• Upsell • Testimonials
#netbasewebinar
© 2016 NetBase Solutions.
8 But, Most Companies Lack a Single Aggregated View of the
Customer
Marketing Operations Product Dev Sales Customer Care
• Awareness • Brand Health • Crises • Demand Gen.
• Purchase • Service • Satisfaction
• Support • Retention • Loyalty
• Use
• Research • Sell
• Upsell • Testimonials
#netbasewebinar
9 Transform Customer Data from Any Source
Fuel Every Aspect of Your Business
Social Media
Customer Care Digital Channels
Survey Systems
CRM
#netbasewebinar
10 Why Customers Choose NetBase
Technology Company
• 99.5% satisfaction & 90% rapid
innovation is customer driven
• Recognized as leader by
G2Crowd, Forrester, Trust Radius
• Serves over 300 global brands &
top agencies
Reputation
• SAAS solution designed for rapid
deployment across the enterprise
• Complete customer insights from
social, digital, and internal data
• Accurate understanding with
patented Natural Language
Processing across 199 languages
• Headquartered in the Silicon
Valley with 8 global offices
• Partnerships with Spredfast,
Domo, Twitter, Tumblr, and
more
• Global support organization
across NA, EMEA, APAC
#netbasewebinar
CONFIDENTIAL
About Spredfast
500+ EMPLOYEES
650+ CUSTOMERS
5 OFFICES
GLOBALLY
PARTNERSHIPS WITH THE WORLD’S LARGEST
SOCIAL NETWORKS $114.1M in funding from 5 investors
• Austin Ventures
• InterWest Partners
• Lead Edge Capital
• OpenView
• Silver Lake Waterman
CONFIDENTIAL
AWARENESS
ENGAGEMENT
SOCIAL CARE
LEAD GENERATION
DIRECT REVENUE
RESEARCH | INFO.
OPERATIONAL
EFFICIENCY
DRIVE TUNE-IN
Align Priorities Best of Breed: connect your social
efforts & priorities to the rest of
your business’s technologies
CONFIDENTIAL
Spredfast Platform Stack
SEARCH | DISCOVERY
PLANNING | CONTENT
ENGAGEMENT | CARE
ANALYTICS | REPORTING | PROFILE
PUBLISH:
SOCIAL
PUBLISH:
PROMOTIONS
PUBLISH:
DIGITAL
16
© 2016 NetBase Solutions.
Best-of-Breed
*Sources: Forrester
92% Of marketers using a
non-suite solution
believe the platform
DID match what was
promised
#netbasewebinar
17
© 2016 NetBase Solutions.
Best-of-Breed
64% Of marketers using a
social suite believed the
platform matched what
was promised
*Sources: Forrester
#netbasewebinar
20
© 2016 NetBase Solutions.
Off Channel Conversations Growing
97% Of Customers do not directly
@ mention brands on Twitter,
instead, referring to the
brand “company” instead of
“@company”
*Sources: Social Media Today
#netbasewebinar
21
© 2016 NetBase Solutions.
Best of Breed Leaders Team Up
Best of breed listening and engagement platforms integrate to allow brands an unprecedented
way to find consumer stories & join the conversation
Leverage NetBase + Spredfast Integration to:
1. Improve Response Times
2. Reduce Customer Care Costs
3. Extend Your Reach
4. Improve Cross-Functional Productivity
See critical operational streams for smart
customer and prospect engagement
#netbasewebinar
22 Use Case: Social Customer Care
*Sources: Harvard Business Review, Aberdeen Group, McKinsey & Company
6.5% Increase in Agent
Productivity
Average Cost per Incident:
Phone - $6
E-mail - $3-5
Social - $1
30% Of Customers Prefer
Social Care to
Traditional Phone
Care
6.7% Increase in Average
Revenue per
Customer Contact
7.1% Increase in
Customer Retention
Rates After
Implementing Social
Care
#netbasewebinar
© 2016 NetBase Solutions.
23 Customer Care: Telecom Company
Problem Solution
1. Reduce Customer Churn
2. Improve Customer
Experience
3. Prove Effectiveness of
Customer Care Team
Using NetBase, the company
created multiple solutions:
1. Churn analysis and reasons for
switching carriers
2. Social Net Promoter Score to
predict customer churn
3. Social Care ROI Calculator to
measure improving the care
experience
1. Identified policy, pricing &
packaging updates, and
necessary network
investments
2. Created a leading indicator
for customer churn
3. Segmented audiences by
advocates, detractors, and
neutrals – for brand &
competitors
4. Proved value of social care
Results
#netbasewebinar
© 2016 NetBase Solutions.
24 Customer Care: Telecom Company
Find Conversations Predict Customer Churn
Measure churn conversations
when mentioning 2 brands.
Segmented audiences by
advocates, detractors, and
neutrals – for brand &
competitors
Segment NPS Audiences
#netbasewebinar
© 2016 NetBase Solutions.
25 Customer Care: Telecom Company
Surface Conversations & Engage Measure the Impact
Find conversations on and off
channel to engage on.
Brand sentiment before, during,
and after engagement with
Customer Care.
Benchmark against the
competition
Show Competitive Difference
#netbasewebinar
26
© 2016 NetBase Solutions.
Use Case: Crisis Management
26% Of Brands saw their Brands
and reputations tarnished as a
result of NEGATIVE comments
on social
*Sources: SMMU, Bain & Company, Freshfields Bruckhaus Deringer
28% Of crises spread
internationally within 1
hour
#netbasewebinar
27
© 2016 NetBase Solutions.
Crisis Management: James Madison University
JMU manages risk by keeping tabs on hot-button
education topics and identifying reputational and physical
threats to the university.
1. Decrease research time down from 2 days to 2 hours
2. Improved response time to crises
3. Increased collaboration with public safety departments
#netbasewebinar
28
© 2016 NetBase Solutions.
Use Case: Influencer Marketing
*Sources: Harvard Business Review, Aberdeen Group
Word of Mouth
Marketing Drives
$2 Trillion
in US Sales Alone Customers Engaged
in Social Tend to
Rate a Company
3 Points Higher
in Net Promoter
Score
Customers Engaged
in Social Spend
20-40% More
#netbasewebinar
CONFIDENTIAL
Brooks Brothers’ social team used Spredfast to engage in
real-time monitoring and response, scoring big with customers
by capitalizing on a surprise and delight moment with ESPN
analyst and retired soccer player Taylor Twellman.
2 Million + Social
Impressions
190% Increase in
Favorites
Compared to
Average
76% Increase in
Retweets
Compared to
Average
Customer Stories | Brooks Brothers
Influencer ID & Engagement
30
© 2016 NetBase Solutions.
Use Case: Influencing Path to Purchase
Customers
Engaged in
Social Spend
20-40% More
20% YOY Increase in
Conversation
Rate for Social
Traffic
31% of Site Traffic is
Driven by Social
*Sources: Forbes, Forbes, Monetate E-Commerce Quarterly
#netbasewebinar
CONFIDENTIAL
21% Increase in
Average Time
on Site
57% Higher
Transaction
Rate in Online
Sales
156% Increase in
Page Views
2 Million Potential Social
Impressions
The PGA TOUR Superstore worked with Spredfast to
engage golfers on a socially-powered Gift Guide that drove
conversions through social.
Customer Stories | PGA Superstore
Influence Path to Purchase
33 Customer Care Workflow
Define Topic, Theme, Tag combination within NetBase social analytics
Topics
Themes Social
Inbox
Engage directly with customers in
Spredfast Streams
Tags
Customers can segment and stream posts from NetBase
into Spredfast Social
inbox #netbasewebinar
34 Capturing Conversations in NetBase
Capture
conversations beyond
owned channels.
Identify common
trends and issues as
they arise
#netbasewebinar
© 2016 NetBase Solutions.
35 Segmenting and Prioritizing Conversations w/ Themes
By Issue/Sentiment By Geo
Identify conversations with key
trigger words by issue with
accurately classified sentiment:
1. Cancellation/Delay
2. Ticketing
3. Lost Baggage
User defined geo-fences to filter
conversations down to the
street level:
Prioritize conversations by
influence level:
1. Follower Count
2. Klout
3. Existing List of Influencers
(Loyalty Members)
4. Titles in Bio Terms
By Influence
#netbasewebinar
© 2016 NetBase Solutions.
36 Segmenting and Prioritizing Conversations w/ Themes
By Issue By Geo By Influence
#netbasewebinar
62 In Summary
Improve Response Time – Manage risk with improved response time during crisis
situations and improve customer satisfaction with improved response times.
Reduce Customer Care Costs – Reduce Customer care costs by accurately pinpointing
the conversations that matter.
Expand Your Reach – Identify, engage, and amplify conversations outside of your
owned channels.
Improve Cross-Functional Productivity – Leverage tagging and routing capabilities to
ensure customer care and community managers work off the highest priority streams.
#netbasewebinar