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How Listening to Customers Boosts Campaign Performance

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Marketers continuously strive to deliver personalized content to their audience, using engagement with their brand - and similar brands - as a primary driver. But personalization extends far beyond brand interaction.
The rise of social media and social networks has opened a door for marketers. Audiences are revealing more about themselves now than ever before: the things they like, want, need, and care about. Marketers now hold the key to boosting campaign performance.

Veröffentlicht in: Marketing
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How Listening to Customers Boosts Campaign Performance

  1. 1. HOW LISTENING TO CUSTOMERS BOOSTS CAMPAIGN PERFORMANCE
  2. 2. WEBINAR SPONSORED BY
  3. 3. SPEAKERS ADRIENNE WEISSMAN CHIEF MARKETING OFFICER, G2 CROWD PAIGE LEIDIG CHIEF MARKETING OFFICER, NETBASE
  4. 4. CUSTOMERS ARE HAVING UNCENSORED CONVERSATIONS WITH ONE ANOTHER.
  5. 5. Audience marketing allows for a new level of personalization.
  6. 6. AUDIENCE MARKETING -  Information that may not directly relate to your business/industry is still important -  Everything your audience talks about and cares about can be used to shape your marketing campaigns -  Draw connections between members of your audience based on common feelings, likes, and actions
  7. 7. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Understand Your Audience Beyond the Love of Your Brand 48% of Americans expect brands to know them and help them discover new products or services that fit their needs. Microsoft, Digital Trends 2015 •  Compare what brand advocates, detractors, and the “movable middle”* buy, use, or want outside of your brand •  Enrich marketing segments with real-time data to understand consumer psychographics and preferences •  Compare your brand lovers to other audiences - gain insights on behaviors, usage, attitudes that help you become more relevant, build greater brand loyalty •  Create new, unique strategies to curate personalized experiences that engage the audience you want to target
  8. 8. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 2Person 2 The Demographic Approach
  9. 9. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Person 1 Ozzy OsbournePrince Charles Person 2 •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 1 •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 2 The Demographic Approach
  10. 10. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Family Values Shopaholics Suburbanites Budget Conscious Affluents Thrill Seeker BEHAVIORS/ ATTITUDES/ PERSONAS Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography Build audiences based on their typical behaviors and self-professed signals about who they believe themselves to be Build audiences based on their typical behaviors and self-professed signals aboutBuild audiences based on their typical behaviors and self-professed signals about who they believe themselves to be Expand Existing Segmentation Define audiences based on how they move throughout their lives on a daily basis – how they think and behave defines them
  11. 11. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Etsy Understands More Than Just Customer Segmentation Driving more interest and attraction from like-minded individuals
  12. 12. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography DEMOGRAPHIC Moms: •! Millennial Moms •! New Moms •! Working Moms •! On-The-Go Moms Millennials: •! Young Worker •! Concertgoer •! Hispanic •! College Age LIFE STAGES Graduation Marriage Buying A Home Having A Baby Profiles based on key moments in time that trigger new behaviors Create groups by leveraging traditional identification methods Create groups by leveraging traditional identification methods Profiles based on key moments in time that trigger new behaviors Align Traditional Market Research With Social Create audiences based on demographic profiles (e.g. inferred age, ethnicity) or key life moments that impact customer decisions
  13. 13. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE CONFIDENTIAL | © 2016 NetBase Solutions. All Rights Reserved Worldwide. Corona Improved Their Customer Loyalty Combined Traditional Research with Social Audience Understanding
  14. 14. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography BENEFITS SOUGHT Customer Service Feedback Brand Relationship Habitual Buyer Occasional Buyer Guilty Pleasure OCCASION/INTERACTION Segment customers based on types of engagement with your brand Bucket groups based on how and when they want to buy your brand Bucket groups based on how and when they want to buy your brand Segment customers based on types of engagement with your brand Utilize Behaviors & Drivers To Create Your Strategy Build audiences based on purchase behaviors and drivers to achieve a deeper understanding that culminates in smarter customer acquisition and retention strategy
  15. 15. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE CONFIDENTIAL | © 2016 NetBase Solutions. All Rights Reserved Worldwide. Amazon Order & Delivery Drive Brand Satisfaction Brand loyalty has gotten so strong that Amazon is becoming a verb for online shopping similar
  16. 16. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography INFLUENCE Gamers DIY-ers Fitness Freaks Passion Influencers Category Influencers Industry Experts Identify an audience by the content they share, interests they profess, who they follow, or who they discuss INTERESTS Identify an audience by the content they share, interests they profess, who theyIdentify an audience by the content they share, interests they profess, who they follow, or who they discuss Know Your Audience’s Interests & Influencers Knowing your target’s broad interests, including how influencers affect those interests, is critical to building a successful strategy
  17. 17. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE CONFIDENTIAL | © 2016 NetBase Solutions. All Rights Reserved Worldwide. Mac n’ Cheetos - deep-fried macaroni sticks coated in the crispy, cheesy Cheetos. Consumers have flocked to Burger King calling the combination of foods “beautiful” and “freaking amazing”— resulting in a 76% increase in the Cheetos brand conversation No surprise to Cheetos, as consumers were already talking about the perfect combination of its chips when paired with Mac n’ Cheese. Cheetos Teams Up With Burger King Understand how consumers consume your product
  18. 18. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Conversion spiked in November 2015 when a PopSugar recipe video circulated Facebook CONFIDENTIAL | © 2016 NetBase Solutions. All Rights Reserved Worldwide.
  19. 19. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography BRAND AFFINITIES Awareness Consideration Purchase Experience Brand Followers Brand Talkers Brand Advocates Brand Detractors For your brand, a competitor, an aspirational group, a partner, etc. Audiences based on funnel activities – Best for longer sales cycles For your brand, a competitor, an aspirational group, a partner, etc. PURCHSASE FUNNEL Audiences based on funnel activities – Best for longer sales cycles Find Context Within The Customer Journey Understand your (or your competitors’) audiences built on how they engage and at each stage of the purchase process
  20. 20. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE CONFIDENTIAL | © 2016 NetBase Solutions. All Rights Reserved Worldwide. Chevy’s Brand’s Perception Has Changed Over Time Consumers are head over heels with Chevrolet’s selection of vehicles, value for money, and gas mileage.
  21. 21. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE Behavior/ Attitudes/ PersonasPersonas Demo./ Life StagesLife Stages Benefits Sought/ Occasion Interests/ Influence Brand Affinities Brand Affinities Geography Behavior/ Attitudes/ Personas Demo./ Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ AffinitiesAffinities Geography Index subsets of geography for insight – such as your customers versus local population or one city versus another GEOGRAPHY City State United States International Find Opportunities By Taking A Geographic Perspective Evaluate emerging markets or identify opportunities for both localized content and market penetration in existing locales
  22. 22. !"#$%&'#(%)*+,+-+./01+#234562+789:;8<6=+)99+>?@A36+>262BC2D+E8B9DF?D2=+ “Taco Bell” tacobell @tacobell #tacobell “tbell” CantinaBell *Audiences consist of those who mentioned any topic, or @followers, loyalty lists, emails likes behaviors emotions brand mentions purchases interests TRADITIONAL NETBASE AUDIENCE 3D What an audience says overall, giving 10X+ traditional volume What people say about a brand/product How It Works: Two Ways Of Looking At The Data
  23. 23. TAKEAWAYS USE DATA TO DEVELOP AUDIENCE- CENTRIC CAMPAIGNS THAT WILL RESONATE   TRENDS CAN AND SHOULD DRIVE THE MESSAGES OR DIRECTION OF YOUR CAMPAIGNS   THE CONSUMER EXPERIENCE IMPACTS BRAND LOYALTY  

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