social analytics best practices webinar
TRANSCRIPT
ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
@NetBase
Welcome
Brittany Burgeson Account Executive
Ogilvy PR @BrittBurgeson
Anna Startseva Product Marketing
NetBase @AnnaStartse
@NetBase
Agenda
@NetBase
Sharpen your social analytics knowledge about brand health, competitive intelligence, and campaign monitoring Hear how leading companies rely on social insights to yield a larger share of mind and wallet from their target customers Learn how to segment your audience for personalized content and innovative measurement techniques
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Brand Health Best Practices Continuous monitoring – regular checks, not snapshots
Competitive comparisons – feel for the category
Engage with consumers to drive brand favorability (and ultimately revenue!)
Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes
Get More Insights From Each Post
EMOTIONS
Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes
Love my new iPhone. I’m using the iTunes app to stream the new Taylor Swift Album. Thanks apple! #itunes
Gender Influence Sentiment Source Location
EMOTIONS BEHAVIORS ATTRIBUTES
PEOPLE BRANDS HASHTAGS
Switching from iPhone to Samsung because of the battery life – so frustrating! Plus the iPhone Spotify app doesn’t work right.
SENTIMENT ACTION REASON
Samsung iPhone
switching to switching from
battery life battery life
Spotify
NATURAL LANGUAGE PROCESSING
Financial Services Company Proactively Addresses Client Concerns�Fortune 500 financial services company uses NetBase to identify key aspects of brand health and proactively engages on these topics with consumers
@NetBase
Found an issue impacting customer trust in credit card industry.
Ran a campaign focused on “zero liability consumer policy”.
Reversed the trend. Decided to invest in more educational campaigns.
Competitive Intelligence: �Beyond Owned Footprint
Benchmark progress
Learn from others
Understand your customer
When Measuring Volume, also Monitor Change
53% [VALUE]
27% [VALUE] 20%
[VALUE]
0
20,000
40,000
60,000
Brand A Brand B Brand C
# of
Pos
ts
Competitive Set – Cumulative Buzz Volume (August 2015)
Buzz Volume Change (7/15 vs 8/15)
-10% +30% +2%
19%
-3%
-29% -50%
0%
50%
Brand C Brand A Brand B
Competitive Set – Net Sentiment (August 2015)
Sentiment Sheds Light on Overall Trends
positive
negative
Net Sentiment Change (7/15 vs 8/15) +5 pts +3 pts -2 pts
A Wireless Network Attracts Customers Switching from Competitors�The leading US wireless network uses NetBase to identify key consumer dislikes and track network switching behavior for competitors.
@NetBase
Understand why people switch from competitive providers.
Incorporates churn insights into ad campaigns & loyalty programs.
Targeted campaigns help the network achieve growth.
Campaign Monitoring Best Practices
Get real-time campaign feedback from consumers
Set social KPIs that tie to business goals
Benchmark consumer and detractor audiences pre-, during- and post-campaign
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A Quick Serve Restaurant Chain Created the Best Product Launch in Decades �The top global franchise uses NetBase to understand consumer response and solves operational issues in real-time to guarantee amazing customer experience.
@NetBase
Detected issues with product shortages & incorrect information.
Instant response to course correct in next time zone on launch day.
U.S. same-store sales increased, outperforming the industry.
Childhood Vaccination Conversation: �Who? Where? Why?
70%
11%
11%
7% 1% 0%
Overall Share of Voice across Top Parenting Forums
babycenter.com
whattoexpect.com
cafemom.com
thebump.com
mothering.com
justmommies.com
56%
12%
10%
3%
19% 0%
Vaccination Share of Voice across Top Parenting Forums
babycenter.com
whattoexpect.com
cafemom.com
thebump.com
mothering.com
justmommies.com
Intersection of a Measles Outbreak & Politics Drove Vaccination Buzz
-
500
1,000
1,500
2,000
2,500
Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Buz
z Vo
lum
e on
For
ums
Vaccination Posts on Forums by Day N = 78,202
Facilitating the Decision-Making Process
Strategic opportunity to join the discussion
Top Authors Key
Influencers Topic Themes Sentiment Drivers
A Quick Serve Restaurant Chain Understands Fan Perceptions Post-Launch�The top global franchise uses NetBase to understand ad effectiveness on fans during its largest product launch.
@NetBase
Created segments of people who mentioned the campaign positively.
Analyzed change in perception of target segments due to campaign.
Discovered that campaign moved the needle in positive sentiment.
Know Brand & competitors to create differentiated marketing
Secret Sauce for Social Media Success 1
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3
Real-time monitoring lifts CX & campaign performance
Audience insights are the new frontier in social analytics
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5@NetBase
Benchmark performance to appropriately course correct
Listen, simply listen