UPDATED Listerine Netnography Case Study by NetBase
Digital channel intelligence
1. ENTERPRISE SOCIAL INTELLIGENCE
DIGITAL CHANNEL INTELLIGENCE
A Simple & Smart Way to Drive Higher Engagement
on Facebook and Other Digital Channels
Your fans are talking to you. But all you capture is numbers and stats. Do you understand what
they are saying to you? How they really feel about your posts and campaigns? Do you know
how to prioritize your content marketing strategies and responses in a smart way?
The NetBase Digital Channel Intelligence (DCI) solution gives you a comprehensive, realtime picture of what’s happening on your fan pages and other digital properties. It can also
show you what people are saying on your competitors’ pages. Much more than after-the-fact
analytics that measure engagement from the volume of comments and “likes,” the NetBase DCI
solution provides actionable metrics and smart insights on the sentiment and brand passion
drivers all the way down to the level of individual posts.
By knowing which topics and tactics really resonate with your customers, you can:
Generate the deep brand passion and loyalty that lead to higher sales
Capitalize on more opportunities to drive revenue through your digital properties
Save money for your business by guiding your investments in the right campaigns
Measuring Activity Doesn’t Guide Action
Most brands are investing significant resources in content marketing and their social presence
– whether through brand pages on Facebook, Google+, Twitter, YouTube, or Pinterest or on
their own web properties. However, the metrics available to measure the impact of content
marketing—views, “likes,” shares, the number of fan comments and posts, and combined
measures such as People Talking About This (PTAT)—provide little guidance as to why a
particular digital strategy worked or missed the mark. The NetBase Digital Channel Intelligence
solution delivers timely insights on the sentiment and substance of interactions, insights that
guide you to future success.
BENEFITS
DRIVE SALES by generating
brand passion and loyalty
with highly effective social
engagement
DEMONSTRATE STRATEGY
SUCCESS by measuring
brand passion and other
social media indicators
predictive of sales growth
SOLIDIFY YOUR BRAND’S
POSITION as a company
that’s visibly in the know
PROTECT YOUR BRAND
by tracking fan issues
and themes as soon as
they emerge
SAVE TIME AND MONEY
by automatically surfacing
insights, without needing to
read every post
Two-thirds of US online adults
visit Facebook on a monthly
basis, and the average online
American with a social
networking account is a fan of
Know What is Resonating in Minutes, Not Hours
Immediately understand not just how much people are talking but what they are saying
and what their sentiment and passion intensity are
Analyze the effectiveness of individual posts as well as multi-touch campaigns, so you
know what resonates
Take advantage of highly accurate natural language processing (NLP) technology that
reads millions of comments and surfaces emerging themes, potential issues, and key
influencers—both “super fans” and detractors with large followings
Engage customers proactively instead of spending hours on manual comment analysis
and reporting with many different tools
about eight brands on Facebook.
Forrester Research North American
Technographics Online Benchmark
Recontact Omnibus Survey, Q4 2011 (US)
data cited in “The Facebook Factor,”
Forrester Research, Inc., April 9, 2012