Brand Opening (Using open-source collaboration principles to create BIG ideas for brands and beyond)
Smart Brands Go Beyond Demographics
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Transcript of Smart Brands Go Beyond Demographics
WELCOME
Brian Solis Principal Analyst
Altimeter @BrianSolis
Pernille Bruun-Jensen Chief Marketing
Officer NetBase
@PernilleBruunJ
@PernilleBruunJ
AGE OF !VALUE !!
Market positioning identifier
AGE OF !YOU!
Valuable business assets
Deliver satisfying and differentiated experiences
Recognize the human in the data to satisfy the “Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
AGE OF IDENTITY!
AGE OF EXPERIENCE "!
The Evolution of the Brand & Consumer Angle
Brands Need Both a Quality Product and a Quality Conversation
Source: Credit Suisse and NetBase 2014-2015
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It’s Beyond Marketing as Emotions Tie to $ As a marketer, you can influence value
all the way to the bottom line by being consumer centric
Source: Credit Suisse and NetBase 2014-2015
@BrianSolis
@BrianSolis
Personas are real people who can be brought to life !by studying social data and behavior !
Credit: Peter Gentsch, B.I.G.!
@BrianSolis
Personas are real people who can be brought to life !by studying social data and behavior !
Credit: Peter Gentsch, B.I.G.!
@BrianSolis
From Monologue to Dialogue! 6718.'9:(
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@BrianSolis
No matter how ambitious we get with new technology, it doesn’t matter. Without aligning with a bigger mission or vision with what we are trying to do – something that is going to matter to people – we are just selling the way we always have. We are not moving in any new direction. (
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1. Leveraging customer data from multiple channels and data sources.
Top 2016 challenges for marketing strategists
2. 3. Competing for micro moments and re-architecting the customer journey.
4. Developing a new content infrastructure to guide the customer journey
5. Coordination of experience across marketing channels (mobile, social, web, display, etc.)
Understanding the connected customer (Attention, Behavior + Context).
@BrianSolis
The Human Algorithm is the confluence of data science and digital anthropology 6718.'9:(
@BrianSolis
Marketing’s Challenge in 1 Picture Markeeeee Challenge in 1 Pictureeeeting’s C
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WELCOME TO THE #EGOSYSTEM 6718.'9:(
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We Are
Innovation
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@BrianSolis
…or what this thing is.!…or what this thing is.…or what this thing is.6718.'9:(
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Customers consult 11 information sources on average before making a purchase. !
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90%"of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.
@BrianSolis
73%"say getting useful information from a business is the most important attribute when selecting a brand.
@BrianSolis
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Something amazing is happening. All of this technology is making business more human again. 6718.'9:(
Rou,nes
Aspira,ons
Expecta,ons
Preferences
Needs
Challenges
Dislikes
Interests
Compromises
Rela,onships
@BrianSolis
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Behind every screen, every expression and impression, is a human being…not a consumer.
@BrianSolis
For This Presentation, Txt “Experience” to 33444 [email protected](Q()#,%$*$1(R1&"?S(.(L1&?+$*(3&T
briansolis.com | @briansolis
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Facebook.com/thebriansolis
INTRODUCING NETBASE AUDIENCE 3D
Go beyond the industry’s standard flat analytics. Our brand new product gives you the entire, dimensional social story— and a profound understanding of your audience to deliver real value.
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@PernilleBruunJ
THE PROBLEM
@PernilleBruunJ
Your brand lens is only a tiny fraction of your audience’s full
conversation.
Fractional View
@PernilleBruunJ
Your brand lens is only a tiny fraction of your audience’s full conversation.
@PernilleBruunJ
@NetBase
The Star Wars™ experience Fastfood Beyond age In the Wild
Star Wars™ Generals, StarWars™ Enthusiasts, General Population
Total global social web, across English post in more than 60+ countries
How we got closer ….!
Timeframe – leveraging circa 500,000 unique authors in 2015.
@NetBase
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What defines Star Wars™ audiences ‘in the wild’ versus the general population?
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Which experiences might be of interest for an audience, and of human relevance?
What other brands matter and could be ideas for growth?
@NetBase
Star Wars™ usage and attitude!
@NetBase
Star Wars™ wants and worsts!Star Wars™ Wants Star Wars™ Worsts
@NetBase
Star Wars™ audience in the wild!StarWars™ vs. Gen Pop – TV show StarWars™ Foods vs. Gen Pop
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The Star Wars™ audience loves BB8!StarWars™ vs. Gen Pop – Movie & TV Indices
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Star Wars™ enthusiasts transcends age…!
@NetBase
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Star Wars™ psychographics!
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@NetBase
As we wrap up - ideas for your company
See the world through the eyes of your consumer Listen first !
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Get personal and create experiences that matter
Dare to reinvent your brand with your consumer
B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D
Learn more at NetBase.com | call 1-855-762-6764