3 Steps to Engaging Content Marketing

ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
3 STEPS TO
ENGAGING
CONTENT
MARKETING
|

Agenda
Anna Startseva
Product Marketing
astartseva@netbase.com
@AnnaStartse
Jami Blackburn
Marketing Manager
jblackburn@netbase.com
@jami_blackburn
1.  Discover brand values and
experiences that resonate
with consumers
2.  Know your best performing
content
3.  Measure campaign
performance

#1!
DISCOVER BRAND VALUES
THAT RESONATE WITH
CONSUMERS!
!

What’s in store for brands in 2015?
Brands will work to gain
attention & engagement
for social campaigns, and
measure desire for their
products. !
! What The Best Brands Will Do in 2015 by Andreas von der Heydt, Head of Kindle
Content at Amazon !

Brands focus on
campaigns that
reinforce values!

Want more
meaningful
relationship
People Believe Relationship with Brands is
One-Sided
87%
Brandshare™ 2014!

Want more
meaningful
relationship
Believe
Brands
Deliver
Consumers Expect More from Brands
87% 17%
•  Responsiveness to questions
and ideas
•  Creating opportunities for
people to participate
•  Having purpose and message

Brandshare™ 2014!

Automobile Industry Analysis

Honda is the Most Social Brand

NetBase Brand Passion Index™
Passion Intensity
NetSentiment

Top Values & Experiences for Auto Brands
Beautiful
Safety
Quality
Design
Gas Mileage Safety Quality BeautifulDesign
Gas Mileage

#2!
KNOW YOUR BEST-
PERFORMING CONTENT!

94% of marketers use
original written content
and 64% use original
visuals!
Social Media Examiner Industry Report 2014!

But how do you know what’s
working? !

TEXT POSTS!
ENGAGEMENT!
IMAGES!
SENTIMENT!
CHANNELS!
INFLUENCERS!
TRACK PERFORMANCE OVER TIME

Audi best-performing
content!

1.  CES2015 !
2.  Matte Audi R8!

•  18,680 Mentions
•  85% Net Sentiment
•  Mostly descriptive – little strong emotion
•  Influencers: Business Insider, Audi,
Mashable Tech, Tumblr, Co. Create
•  Top Sources: Twitter (67%), News
(15%), Blogs (12%)
•  Popular posts: “Audi lets its self-driving
car loose on trip from San Francisco to
Las Vegas”
CES2015 Content Performance

•  32,620 mentions
•  100% Net Sentiment
•  Strong emotions
•  Most mentioned term: beautiful
•  Most mentioned behavior: want, need
•  Top sources: 98% Twitter
•  Top authors: social influencers and
super-fans (not Audi)
•  Popular posts: “Matte black Audi R8 is
beautiful”
Matte Audi R8 Content Performance

Engagement!
!
Almost 2x more people
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
!
Social Influencers
Super fans
Summary of Learnings

Engagement!
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
!
Social Influencers
Super fans

Engagement!
!
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
Social Influencers
Super fans

Leverage fan-
generated
content!
engage with Matte
Audi R8 content
Create Original Content for Matte Audi R8

Leverage !
fan-generated
content!
Focus on
beauty and
desirability!
engage with organic
content
Leverage top terms:
beautiful, need, want
Focus on What Fans Already Love

Leverage !
fan-generated
content!
Focus on
beauty and
desirability!
Involve
inﬂuencers
& super
fans!
engage with organic
content
Leverage top terms:
beautiful, need, want
Influencers and super
fans are already very
engaged
Include Inﬂuencers in Creation & Sharing

#3!
MEASURE CAMPAIGN
PERFORMANCE!

CAMPAIGN
PERFORMANCE!
SENTIMENT!
CHANNELS!
INFLUENCERS!
ENGAGEMENT!
OWNED VS
SOCIAL CHANNEL
PERFORMANCE!
TRACK PERFORMANCE OVER TIME

Campaign
Performance
Sentiment
Top Channels
Influencers
Top Performing Posts
Owned Channel
Performance
Pepsi Halftime Campaign is Going Strong
56K Mentions 88% Twitter Celebs Announcement
“Super Excited” Blake Shelton, Lenny
Kravitz, Pepsi
Most Hyped Hometown

Pepsi #Halftime
Mentions
Sep 14 – Jan 15
Benchmark Performance Over Time
56K

Pepsi #Halftime
Mentions
Sept 14 – Jan 15
Pepsi #Halftime
Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K
56K

Pepsi #Halftime
Mentions
Sept 14 – Jan 15
Pepsi #Halftime
Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K
56K

What
is
driving
be/er
social

campaign
performance
for
the

2015
Super
Bowl
Hal?ime
show?

Katy Perry is a Bigger Social Media Celebrity
19.7M
2.9M
61.6M
63.5M
13.1M
76.8M

Katy Perry Announcement Generated More
Excitement
1K
56% positive
sentiment
4K
87% positive
sentiment

Track Performance on Pepsi Owned Channels

Best Performing Content on Pepsi Twitter Page

1.  Discover brand values that resonate with consumers
2.  Know best performing content
3. Measure campaign performance
Summary
Trusted Brands run on NetBase

Request a consultation:
855-762-6764
info@netbase.com
Learn more:
NetBase.com
@NetBase

3 Steps to Engaging Content Marketing

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