Welcome
Robert Fronk Managing Director of Reputation Strategy
Purple Strategies @PurpleStrats
Pernille Bruun-Jensen Chief Marketing Officer
NetBase @PernilleBruunJ
| @NetBase | #AdweekNetBase
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
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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
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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
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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
@PurpleStrats | #AdweekNetBase
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
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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
Source: Credit Suisse and NetBase 2014-‐2015 | @NetBase | #AdweekNetBase
Lululemon Athletica – Product and Founder
Source: Credit Suisse and NetBase 2014-‐2015 | @NetBase | #AdweekNetBase
Lululemon Athletica – Product and Founder
Source: Credit Suisse and NetBase 2014-‐2015 | @NetBase | #AdweekNetBase
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
@PurpleStrats | #AdweekNetBase
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
? ? ? ?
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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.
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Using Social to Make Better Decisions
What gets reported is not always the same as what audiences share
and engage with.
@PurpleStrats | #AdweekNetBase
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
@PurpleStrats | #AdweekNetBase
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
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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
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Decision Situations
Company ac;ons
Monitor Track Act Close the Loop
12
3
4
Expo
sure
high
low
Issue Life Cycle
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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
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