how emotions impact the rise and fall of top brands on social media - das miami, 3/2/16

@GrillGirlRobyn #NetBaseLIVE

HOW EMOTIONS IMPACT THE RISE AND FALL

OF TOP BRANDS IN SOCIAL MEDIA

@GirlGirlRobyn #NetBaseLIVE


WELCOME

Robyn Lindars Sales Director

NetBase @GrillGirlRobyn

#NetBaseLIVE


AGENDA

•  LEVERAGING SOCIAL MEDIA

•  2016 NETBASE BRAND PASSION REPORT: LUXURY •  KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS •  HOW EMOTIONS PLAY A ROLE

•  WHO’S WINNING

•  Q&A


What Marketing Uses Social for Today

15

21

30

42

49

50

53

5759

0 10 20 30 40 50 60 70

Predictwhatmighthappeninthefuture

Productinnova=on

SeehowIrankversuscompe==on

Sellviasocial

Knowwhat'strendinginmycategory

Protectmybrandreputa=on

Trackbrandcampaignsandlaunches

Improvecustomercareandexperience

Knowwhatconsumerssayaboutmybrand

Source: NetBase Poll 2016 (Marketers and Agencies)

% Agree, n=230+


Brand analysis 1

2

3

Competitive intelligence

Campaign tracking

4 Product innovation

5 Customer care

Leverage Social for…

Testimonial advertising 6

7

8

Influencer marketing

Risk management

9 Purchase intent

And more 10

@GrillGirlRobyn #NetBaseLIVE @GrillGirlRobyn #NetBaseLIVE

What is your client’s social standing? How are your client’s competitors performing? What is possible when you can convert millions of consumer comments about brand preferences into the most illuminating insights?


NetBase Brand Passion Report: Luxury 2016


Which Brands Own the Conversation?

18.8%

9.3%

71.9%

MENTIONS BY TIERS

Top 15 Top 16-30 Top 31-45

#NetBaseLIVE


In Which Industries Were the Top 45 from?


36%

31%

13%

9%

9% 2%

Fashion&Handbags

Automo=ve

Jewelry&Accessories

Ecommerce

Tech&Telecomm

SportsApparel

TOP 45 INDUSTRY SPLIT


Luxury is Packed with Emotion…and We Know Consumer Passion Influences Brand Growth

Gucci Guilty…makes me feel good and encourages me to dress up, as the fragrance screams Luxury. - vynusmagnus, reddit.com

I’m so excited that I got the Yves Saint Laurent Rogue Volupte Silky Sensual Radiant Lipstick…It’s a nude pink that I should be able to wear with anything. - Mary S., swatchandlearn.com

In case I haven’t mentioned yet, we really like Amazon Prime. It fills our house with little luxuries. - R. Dudilius, harmonious-smith.blogspot.com


The Power of Knowing Consumer Emotion

Allows you to shape and create an ideal customer experience

Indicator of how consumers feel

about your work in marketing, customer care, and product – and if they will stick

with you

Links to consumption, business

performance, long-term brand health

and tracks a brand’s movement

#NetBaseLIVE


59

69

GLOBAL PASSION INDEX

GLOBAL NET SENTIMENT

Passion is a strong metric for luxury brands – as consumer purchases are highly emotional. Are you winning the hearts of the consumer?

Net Sentiment is an indicator of brand health and is a predictor of consumer actions.

@GrillGirlRobyn #NetBaseLIVE #NetBaseLIVE

Which luxury brand reigns supreme?


2015 Winner is Chanel


In summary…

#NetBaseLIVE

For leading agencies, the task is to acquire a deep understanding of the dynamic consumer by getting a handle on emotions, competition, category dynamics, and relevancy.


ENTERPRISE SOCIAL ANALYTICS

THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

We power social throughout—from CEOs to Care, Product Innovation to Marketing