How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016
•Als PPTX, PDF herunterladen•
1 gefällt mir•309 views
Sean Chinski's presentation from the Digiday Retail Summit in Nashville.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016
Ähnlich wie How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016 (20)
Mehr von Digiday
Mehr von Digiday (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016
- 1. How Social Analytics Drives Highly Effective Campaigns Sean Chinski Vice President of Sales NetBase @schinski @schinski
- 2. CHALLENGE MAR KETER S SEEK TO BU ILD U N IQU E EXPER IEN C ES & PERSONALIZED MESSAGING. . . YET FIND DIFFICULTY INCORPORATING SOCIAL DATA WITH EXISTING CUSTOMER ANALYSIS @schinski
- 3. NetBase Audience 3D Exte n d Str a te g y & Segmentation Into Th e So c ia l Wo r ld Behavior/ Attitudes/ Personas Benefits Sought/ Occasion Interests/ Influence Brand Affinities Geography @schinski Demographic/ Life Stages
- 4. NetBase Audience 3D : Use Cases & Examples Market Research/ White Space Customer Strategy Media Planning Marketing Strategy Content & Creative Campaign Mgmt. Content & Creative Development Campaign Execution Campaign Analysis Targeted Advertising “Gamers” media preferences for sponsorship opportunities Competitor Fans Retail preferences for potential acquisition research Millennial Moms: purchase habits for market research Houston customers vs. local pop. analysis for ideation & messaging Partner Brands target audience lists for advertising based on affinityHome Buyers customer behavior for ad & channel strategy Loyalty Program lift by segment & brand/campaign. Attribute analysis for campaign refinement Note: Audiences are illustrative. All are applicable across each use case @schinski
- 5. @schinski CPG looking to generate campaign ideas for spring launch Wants to uncover latest healthy eating trends for new creative and messaging Objective Illustrative: End-to-End Audience/Use Case Mapping Audience Identification & Analysis Builds an audience based on people who discuss “wanting to be a better me” Looks at 6 months of mentions to maximize audience size Overlays themes of (1) superfood (2) nutrition (3) dieting to pinpoint insights Outcome • Discovered over-indexed usage of the hashtag #worthit when it came to the challenge of dieting • Found support messaging between people trying to “live better” • Saw 5x lift in messaging engagement on social after tailoring its campaign to those insights
- 7. THREE BIG OBJECTIVES EXTEND REACH TO AUDIENCES THAT ACT LIKE MY FOLLOWERS INCREASE ENGAGEMENT & IN APP PURCHASE RATES HELP US UNDERSTAND OUR ENGAGED AUDIENCE FOR SMARTER MARKETING 1 2 3 @schinski
- 8. TACO BELL MOBILE APP RESULTS 3.5M speaking positively Created 90 emotional & behavioral micro-segments Targeted segments via Promoted Tweet @schinski
- 9. TACO BELL MOBILE APP RESULTS 20% Higher Purchase Rate 4X Reach 2.5X RT Rate @schinski
- 10. TRACK & KNOW YOUR AUDIENCE What they Crave What they Eat @schinski
- 11. FIND MORE WAYS TO EXPAND TARGETING What they Use Waze / Taco Bell Potential @schinski
- 12. FIND MORE WAYS TO EXPAND TARGETING What they Use Waze / Taco Bell Potential @schinski
- 14. SLURPEE LAUNCH OBJECTIVES IDENTIFY USERS WHO WOULD LOVE THE NEW FLAVOR WHICH COULD NOT BE DONE THROUGH DEMOGRAPHICS CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT TARGET AUDIENCES TO EXTEND REACH AND INCREASE FAN ENGAGEMENT 1 2 3 @schinski
- 15. 7-ELEVEN SLURPEE LAUNCH Identified Slurpee, SOUR PATCH Patch Kids, and QSR Fans Developed personalized messaging for each segment @schinski
- 16. 7-ELEVEN SLURPEE LAUNCH RESULTS Higher number of total engagements Extended reach to 3M unique fans 2X Engagement rate of previous campaigns @schinski
- 17. A HEART-TO-HEART WITH MILLIONS • Tap into a custom audience for goal-specific insights • Design harder hitting custom creative • Build campaigns that will heighten customer engagement—and your bottom line. @schinski
Hinweis der Redaktion
- That’s why I’m excited to introduce NetBase Audience 3D. A tool that allows you to extend strategy and segmentation into the social world. NetBase Audience 3D allows you to create completely custom audiences, this could be brand affinity audinces like your brand followers, brand advocates, detractors, or audiences based on funnel activities. Geographical audiences by location to identify opportunities for both localized content and market penetration in existing areas. Behavioral Audiences based on how they move throught their lives on a daily basis – whether they are budget conscious or shopaholics. Demographic Audiences that align with demographic profiles or key life moments that impact customer decisions – these could be audiences like Millenial moms, those who recently graduated, or are having a baby. Audiences can also be built upon purchase behaviors and rivers to achieve a deeper understanding that results in smarter customer acquisition and retention strategy – looking at the habitual buyer or the guilty pleasure buyer. Lastly, Identify an audience by the content they share, the interests they profess, who they’re talking about or follow on social. These are all types of ways we can build custom audiences to understand everthing else consumers are talking about outside of your brand.
- Today I am going to share with you a story about Taco Bell’s Mobile Ordering App launch and how they took an innovative approach to reaching and understanding their target audiences at very large scale. As you can imagine, ordering apps are really important in the QSR space because they offer convenience, they help brands understand customers in more ways and allow for direct communications. In addition, their loyal fans have been asking for an app. Taco Bell wanted to make a huge splash with this new launch. So they came up with a number of innovative ideas to support the launch effort, with a bulk of our efforts focusing on social media because that’s where their millennial customers are. To make sure their customers paid attention to the activation, Taco Bell blacked out all of their social properties and replaced them with a message – The New Way To Taco Bell Isn’t On Twitter/Facebook/Instagram/etc., It’s #onlyintheapp.
- When working with Taco Bell they took an audience 3D approach and asked NetBase to help them with three very important objectives: Extend my reach to audiences that act like my followers. Taco Bell focused on followers, millennial and snackfood targeting so help them expand to highly engaged audience segments Increase Engagement and In App purchase rates Help us reach the right audience that will take action on our campaigns Help us understand our engaged audiences to help us be smarter marketers Tell me more about them and what makes them unique Taco Bell used Audience 3D for each of these objectives With Audience 3D we were looking to extend our reach beyond just social followers and the millennial demographic. We were able to find people that act and feel like our followers and then reach them directly. Specifically, using Audience 3D we built an audience of 3.5M people that spoke positively about Taco Bell on Twitter during the last 3 years. We segmented this audience of 3.5M into 90 mico-segments based on emotions and behaviors such as Love, Want, Crave, Need Taco Bell. We then targeted every segment on Twitter with the marketing campaign. 2) At Taco Bell we have a rigorous process of measuring success to ensure we are spending our money in the right places. During the campaign, we measured performance for each of the 90 micro-segments and shifted funds to higher performing segments when needed. 3) While campaign measurement is critical, we also track connected metrics to understand our engaged audience and the context around their engagement. So we created additional audiences based on our highly engaged audiences Allowing us to identify additional opportunities to engage with our audience organically. 4) We harness the power of audiences and social to drive smarter marketing – for retargeting, and additional touches to drive higher conversation. Now let me show you A3D in action… (next slide) --------- Built an audience of 3.5M twitter handles People that talk positively about Taco Bell (e.g. Love, Want, Crave, Need Taco Bell) Captured people as far back as 3 years Results of NetBase Audience with reach campaigns Blackout - Average engagement rate of 14% (9% - 25%)… inline with our campaign performance Video Tutorials – NetBase engagement rate 1.73% slightly higher than millennial and brand campaign at 1.47%* Higher rate of retweets, replies & follows vs. Twitter interest, millennial segments and inline brand targeting Application install & usage results Install similar across all segments ~.01% Higher purchase rates ~20%-40% above brand and millennial targeting**
- A3D in action with Taco Bell: First, we defined the Audience – We started to help us extend reach beyond keyword/followers/ millenial demographic – Did that by looking at an audience that has spoken positively about taco bell We then understood each audience and segmented them down into 90 emotional/behavior segments - (Love/Want/Crave/RN/Best/Need Taco Bell) From there, we pushed all 90 audience segments into Twitter Ads platform and targeting them with the rich Blackout Only In The App creative. Example Segments: Love, Want, Needs, Crave, Obsessed
- A3D in action with Taco Bell: This audience approach drove 4X Reach of that of followers and keywords. The audience resulted in a 14% overall engagement rate – segments ranged from (26% - 9%) But our audiences were greater amplifiers – having 2.5X more RTs than other targeting - And out of the consumers that downloaded the app our audiences drove a 20% higher purchase rate within the app. All with a ~10 - 20% lower cost per engagement (Brand and Millennial Targeting) Many campaigns would stop there with great success, but Taco Bell used audience 3D to learn more about their engaged audience…
- Taco bell was able to find their engaged audience that acted on the campaign by either RT, replying or mentioning the Blackout campaign. And we created an audience of their engaged consumers. Being in the Restaurant industry Taco Bell wants to know what their audience craves… Obviously you see Chipotle one of their top competitors but also Taco Bell and Pizza. You can even potentially discover new creative product ideas like a “tamale” They also know what else their audience is eating. Pizza is being discussed the most, but you can see taco Bell, Tacos and even Ice Cream.
- They then asked their audience what they use? Letting their engaged audience tell them they can be found. You will see that Waze bubbles up. Waze is the mobile navigation app that allows drivers to use real-time traffic updates to get from point A to B fast. You can see Chevron and Safeway advertising on the app... But could you see Taco Bell?
- If you haven’t seen it yet, you will start to see Taco Bell & Yum! Brands advertising on Waze. Make sure you stop and pick up a Doritos loco taco .
- 7-Eleven Sour Slurpee launch A3D success story
- Going into the launch of the sour patch watermelon slurpee, 7-Eleven knew that this could be a huge launch for them but understood that typical ad targeting attributes such as age, gender, location wouldn’t be reliable in identifying fans would love their new flavor. So to identify audiences who would be best matched for their new product, the company tapped into Twitter’s massive data set to find unique audiences that would be more likely to engage with the brand and try the new slurpee.
- Using NetBase A3D, 7-Eleven was able to identify users who had talked positively about slurpees or sour patch kids in the past. They were also able to identify large audiences who had expressed interest in other sour candy brands and other convenience stores. For each of these audiences they were able to surface insights about the segments interests, habits, and affienities to develop unique messaging for each segment. They then targeted each segment with a promoted tweet leveraging the personalized messaging.
- The sour patch watermelon Slurpee campaign on twitter proved to be extremely successful for the company, surpassing the benchmarks set for both engagement rate and total number of engagements. The campaign extended the reach to 3M unique fans who had indicated a love for sour candy or slurpees in the past. Users targeted with A3D had 2x the engagement rate of prior campaigns Total number of overall engagements increased due to specific target audience
- It takes a winning customer experience and deeper customer relationship to succeed. Taking an audience centric approach. Move from customer insights to a sustainable approach for unique value. We give you not just insights – but a strategy for real business growth.