Measuring Brand Reputation: Social Analytics' Best Practices

Welcome

Robert Fronk Managing Director of Reputation Strategy

Purple Strategies @PurpleStrats

Pernille Bruun-Jensen Chief Marketing Officer

NetBase @PernilleBruunJ

| @NetBase | #AdweekNetBase

THE HIDDEN VALUE OF BRAND REPUTATION


Agenda

How to innovate around business value 1

2

3

What leading brands are doing to iden;fy social decision situa;ons

How to reduce costs and improve no;fica;on across the team


Reduce & Mitigate Risk to Brand Reputation

Rapidly Address Social Decision Situa;ons

1 Decrease Risk to Reputa;on 2 Iden;fy & Isolate Detractors

3 No;fy Teams Faster 4 Reduce Cost of Response


Brands Need to Be Customer-Centric �to Drive Value

Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials

Brands willing to change based on consumer opinion

Open dialogue through social channels

Be less about the brand and more about the consumer

52%

44%

38%

How Brands Can Stay Relevant to Millennial Consumers


Innovating to Create Value You can’t go forward by looking backward

@PurpleStrats | #AdweekNetBase

Focus shiSs from measuring past performance to being seen as connected to the

customer’s future

Need to maximize the “miracle of your brand” or constantly “create

new miracles”

Using social not to listen about my brand reputa;on but to understand how my corporate purpose fits into broader social purpose

A New Approach is Needed

From: Move the Metric

•  Sta;c •  Score •  Yesterday •  Product

To: Build Value

•  Forward-‐leaning •  Outcome •  Connected to Future •  Purpose


Recognizing your Options


Brand Preferences Change Dynamically

Great work by Credit Suisse using NetBase

•  Tracking same store retail growth rates

•  Compared to trend in consumer brand emo;on

•  Growth rates for brand impression – i.e. how many people are exposed to the conversa;on


Some Brands are Already Exposed on Value

Nike

Adidas

Vans

UGG

Converse

Crocs

Puma

New BalanceReebok Under Armour

Timberland

AsicsThe North Face

lululemon

Skechers

Sperry

Fila

Saucony

Zumiez

prAnaAthletaColumbia

Russell Athletic

Quiksilver

Sweaty Betty

40

45

50

55

60

65

70

75

80

85

90

95

100

-‐60% -‐40% -‐20% 0% 20% 40% 60% 80% 100%

SENT

IMEN

T -‐SEP

T 2014 Sc

ore

ONLINE REACH -‐ Y/Y Growth

LAGGING

Average

LEADING

NEUTRAL

NEUTRAL

Source: Credit Suisse and NetBase 2014-‐2015 | @NetBase | #AdweekNetBase

Lululemon Athletica – Product & Founder


Lululemon Athletica – Product and Founder


The Cost of Decisions

•  300 the number of social decision situa;ons for an average company

•  $30K -‐ $9M is the cost of wrong or

delayed ac;on

The rate of consump;on for us is so high that we have thousands of significant events to respond to each year… NetBase helps us get out ahead of the storm. -‐ Director, Social Product Strategy

Source: NetBase Social Value Analysis 2015 | @NetBase | #AdweekNetBase

Using Social to make Better Decisions

Recognizing the difference between

coverage and engagement

Making beder use of small data – breaking content down in order to rebuild it for ac;va;on

Move from numeric approach to network

approach

Seeng unique parameters to

understand what maders to you


Our Process Numeric Approach TRADITIONAL APPROACH

VS. Network Approach OUR APPROACH

Follower Count vs. Follower Quality

ImpracIcal vs. Reachable

Popular vs. Credible

Vocal vs. InfluenIal

53 99

? ? ? ?


The Network in Action

@JonSmith

@JaneDoe

@ABC @ABCASmith

@JaneSmith

@JohnSmith

@DrJDoe The network approach allows us to build a targeted universe specific to the needs of the client. By u;lizing this approach we are able to have an in depth understanding of the types of influencers that we target and provide the client with higher engagement rates and maximum ROI.


Using Social to Make Better Decisions

What gets reported is not always the same as what audiences share

and engage with.


Increased use of war room approach and tac;cs to drive sales and customer sa;sfac;on

•  Con;ngent on real-‐;me data and ability to direct real-‐;me ac;on

Preemp;ng badles before they happen

Use of reputa;on risk management tools to iden;fy reputa;on opportunity leverage

War Rooms in Peace Time


NetBase GOP Debate LIVE Pulse


CEOs Review KPIs daily

Visualiza;ons help bring to

life focus areas like:

•  Brand performance

•  GEO hotspots

•  The Mash-‐Up is the way

to go


What is the impact of the conversa;on?

Issue Industry

How big is the conversa;on in rela;on to others?

Previous Issue

Parallel Issue

Parallel Issue

Previous Issue

Are aetudes in line with other issues?

How strongly do people feel?

1. Volume

Net Sentiment

-10 -30 -40

-5 -10 5

Who is driving the conversa;on?

Where is conversa;on happening?

Reach

Volume

Influence

Type Popular

Understand Issues in Context 2. Sen;ment 3. Who is Talking


Decision Situations

Company ac;ons

Monitor Track Act Close the Loop

12

3

4

Expo

sure

high

low

Issue Life Cycle


Staff for Success

•  Goal was to monitor brand conversa;on and effec;vely respond to crises in all countries of opera;on

•  Cost effec;ve support for a global brand

Whenever you can manage the message, it’s a lot easier than leeng the message manage you. -‐ Director, Industry & Compe;;ve Insights

1 Brand 2 Analysts 30 Languages 50 Countries

Source: NetBase Social Value Analysis 2014 | @NetBase | #AdweekNetBase

Value of Brand Reputation is not so Hidden

Before

•  The ‘Old’ model •  Surveys •  Focus groups •  ‘Gut feel’

Today

•  Real-‐;me understanding •  Predic;ng •  Dynamic •  Voice at scale


Q&A


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

Measuring Brand Reputation: Social Analytics' Best Practices

Marketing

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