Social Adds Pizzazz: How Sock Star Stance Got in on Kia’s Super Bowl Ad

H O W S O C K S TA R S TA N C E G O T I N O N K I A’ S B I G G A M E A D

SOCIAL ADDS PIZZAZZ

#NetBaseLive

PRESENTERS

Nick Tran Stance

VP of Marketing @ATSIGNNICK

Brett Sirianni Stance

Director of Social Media @Brettsirianni

Christopher Leet NetBase

Sr. Director, Product Marketing @CJMLEET

#NetBaseLive

Nick Tran Stance

VP of Marketing

Brett SirianniStance

Director of Social Media

AGENDA

•! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES

•! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA

•! AUDIENCES & INFLUENCERS: AN APPROACH YOU CAN’T IGNORE

•! SUMMARY

#NetBaseLive

AGENDA



•! AUDIENCES & INFLUENCERS AN APPROACH YOU CAN’T IGNORE

•! SUMMARY

#NetBaseLive

O U R P L AT F O R M D E L I V E R S R E A L B U S I N E S S VA L U E .

Progressive brands and agencies use NetBase

to see their brand through the eyes of consumers.

Increase Revenue

Improve Productivity

Reduce & Manage Risk

Decrease Costs

#NetBaseLive

SOCIAL IS A GOLD MINE OF CONSUMER INFORMATION

1B

80M

500M

311M

86K HRS

38M

CONTENT CREATED DAILY

#NetBaseLive

WHAT MARKETERS USE SOCIAL FOR TODAY

#NetBaseLive

!"#$!#

%&#'$#

'(#"&#

"%#")#"(#

&# !&# $&# %&# '&# "&# *&# )&#

+,-./01#2341#5/631#3477-8#/8#13-#9:1:,-#

+,;.:01#/88;<4=;8#

>--#3;2#?#,48@#<-,A:A#0;57-==;8#

>-BB#</4#A;0/4B#

C8;2#2341DA#1,-8./86#/8#5E#041-6;,E#

+,;1-01#5E#F,48.#,-7:14=;8#

G,40@#F,48.#04574/68A#48.#B4:803-A#

?57,;<-#0:A1;5-,#04,-#48.#-H7-,/-80-#

C8;2#2341#0;8A:5-,A#A4E#4F;:1#5E#F,48.#

Source: NetBase Poll 2016 (Marketers and Agencies)

% Agree, n=230+

AGENDA




•! SUMMARY

#NetBaseLive

#NetBaseLive

STANCE HQ

#NetBaseLive

OUR SOCKS

#NetBaseLive

THE OPPORTUNITY

#NetBaseLive NetBaseLive

#NetBaseLive

RESULTS

#NetBaseLive

100% Sold Out

654% Increase in Mentions

50% New Audiences

98 Net Sentiment

AGENDA




•! SUMMARY

#NetBaseLive

THE PROBLEM

#NetBaseLive

THE DEMOGRAPHIC APPROACH

•! Born 1948; grew up in England

•! Married twice •! 2 children •! Successful in

business •! Wealthy

Person 1 •! Born 1948; grew up

in England •! Married twice •! 2 children •! Successful in


Person 2

#NetBaseLive

THE DEMOGRAPHIC APPROACH




Person 1

Ozzy Osbourne




Prince Charles

Person 2

#NetBaseLive

Your brand lens is only a tiny fraction of your audience’s full conversation.

Fractional View

#NetBaseLive

#NetBaseLive

AUDIENCE 3D APPROACH

Go beyond the industry’s standard flat analytics. Gain a profound understanding of your audience to deliver real value.

#

#NetBaseA3D

FROM

Dated proxies

Inaccurately ASSUME what might drive a specific audience

TO

Audience 3D

Accurately KNOW what’s driving an audience, right now

#NetBaseLive

HOW SOCIAL AUDIENCES CAN CHANGE YOUR BUSINESS

Marketing Strategy Content & Creative Development

Targeted Advertising

#NetBaseLive

B L O C K I N G A N D T A C K L I N G

I N F L U E N C E R S T R A T E G Y

B U I L D S O C I A L I N T E R A C T I O N

#NetBaseLive

STARTING WITH AUDIENCE INSIGHTS

#NetBaseLive

#NetBaseLive

GEOGRAPHY AND CONCENTRATION

SHARE OF VOICE – SOCIAL & PR

STANCE!

NIKE!

UNDER ARMOUR!

HAPPY SOCKS!

ADIDAS!

RICHER POORER!

#NetBaseLive

UNDERSTANDING AUDIENCE SENTIMENT

#NetBaseLive

REAL-TIME MONITORING

#NetBaseLive

AGENDA




•! SUMMARY

#NetBaseLive

#NetBaseLive

I N S U M M A RY – S O C I A L!

•! PREPARES YOU FOR EVERY BUSINESS OPPORTUNITY

•! DRIVES YOUR CAMPAIGNS AND SALES TO NEW HIGHTS

•! DEEPENS YOUR AUDIENCE UNDERSTANDING

•! CREATES BEST PRACTICES TO GROW YOUR BUSINESS

ENTERPRISE SOCIAL MEDIA ANALYTICS

Learn more at NetBase.com | call 1-855-762-6764

Social Adds Pizzazz: How Sock Star Stance Got in on Kia’s Super Bowl Ad

Marketing

Transcript of Social Adds Pizzazz: How Sock Star Stance Got in on Kia’s Super Bowl Ad