Social listening is much more than just capturing real-time moments to route customer service issues through social channels. Leading-edge brands are leveraging social intelligence gathered through advanced social listening to drive the metrics that matter: Customer Acquisition, Customer Retention, and Brand Value.
Join social media thought leader, Jason Falls and NetBase’s Christopher Leet in this informative webinar. They will explain how innovation in social listening opens new doors for businesses and brands, empowering them to better understand their consumers and drive great value through social channels.
In this webinar you will learn:
Key performance indicators today’s marketer is measured by
How audience-driven listening enables targeted activation and insights discovery
How audience-centric listening delivers advantages over keyword-based listening
How audience-centric listening supports customer acquisition and retention
What actionable steps your organization can take to leverage these innovations
3. TRUSTED BY THE WORLD’S TOP BRANDS.!
!
NetBase helps them analyze millions of social media posts, process real-time data, and support every
facet of business. !
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4. OUR PLATFORM DELIVERS!
REAL BUSINESS VALUE. !
!
Progressive brands and agencies use NetBase
to see their brand through the eyes of
consumers. !
Increase Revenue!
Improve Productivity!
Reduce & Manage Risk!
Decrease Costs!
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7. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Social Activity for Samsung Galaxy !
Launched new campaign
with Lil Wayne!
8. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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PASSION INTENSITY!
A score (0-100) that expresses the
ratio of strong emotions (such as
love and hate) to all emotions
expressed about the brand.!
Brand Passion increases during Lil Wayne Campaign!
9. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Top Terms Indicate that Campaign is Working!
Before! During!
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Increase in
S7 awareness
10. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Before! During!
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Attributes Indicate More Positive Conversations!
Attributes displays the top positives (likes) or negatives (dislikes) expressed about a topic!
14. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Analyze Conversations by Channel!
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Partner activity is VERY LOW – an opportunity for more activity given Lil Wayne’s large number of followers.!
Earned media is performing GREAT! Lots of Samsung mentions and content being shared.!
18. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Samsung Earned Conversations!
Who is being talked about?! What’s being shared?!What is trending?!
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19. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Demographics Around Those That Engaged With The Ad!
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0%!
2%!
4%!
6%!
8%!
10%!
12%!
14%!
16%!
18%!
20%!
<18! 18-24! 25-34! 35-44! 45-54! 55-64! 65+!
Male Female
20. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Surprise! Females had higher Sentiment and Passion !
Males! Females!
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21. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Galaxy Campaign Takeaways!
Campaign was successful – huge lift and exceptionally
positive response, strong indication of “buy” behaviors !
!
1!
2!
3!
Higher brand passion level and sentiment with women !
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Lil Wayne was a good choice, but there was and opportunity
to get more impressions with promotion on his channels!
23. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Behavior/
Attitudes/
Personas!Personas
Demographic /!
Life Stages!Life Stages
Benefits
Sought/
Occasion
Interests/
Influence
Brand A#nities!Brand A#nities
Geography!
Behavior/
Attitudes/
PersonasPersonas
Demographic /
Life Stages
Benefits
Sought/
Occasion
Interests/
Influence
Interests/
Brand ABrand A
Geography
NetBase !
Audience 3D!
!
Extend Strategy &
Segmentation Into The
Social World!
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24. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Example: Audience Analysis!
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•! Understand Audience
conversations beyond brand
mentions
•! Shift Audience focus from
demographics to
psychographics
• Understand Audience
conversations beyond brand
mentions
• Shift Audience focus from
demographics to
psychographics
25. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Strong Interest in Emerging Artists!
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Potential Partnership Opportunities!
•! Celebrity endorsement!
•! Background songs!
•! Ring tones!
•! etc.!
2.41!
2.42!
2.55!
2.77!
3.69!
3.69!
3.69!
3.69!
3.77!
4.61!
Lisa Raye!
Tyler!
Ty Dolla!
Nicki Minaj!
Kyla!
Mary J Blige!
Wizkid!
Troy Ave!
Joey Badass!
@JODYHiGHROLLER!
Samsung™ - Emerging Artist vs. Gen Pop
Indexed top 10
26. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Popular TV Shows Identify Placement Opportunities!
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Over-indexing on animated
television shows !
27. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
A Favorite of Fashion Conscious Consumers!
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Associated with Luxury Brands!
•! A favorite of fashion conscious consumers!
•! Could be related to high female sentiment
and passion index!
28. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Examining Those with Positive Reception of Commercial!
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68% increase in Brand Sentiment
66% increase in Brand Mentions
29. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Definitely Engaging the Right Audience!
72%
69%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
iOS Devices Desktop & Laptop Computers Android Devices
#NetBaseLIVE
Opportunity to steal
Apple market share!
30. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Audience Specific Takeaways!
Ask any question to see how and where your audience talks
about the campaign!
3!
2!
Campaign resonates with Apple device owners, potential
opportunity to steal market share!
1! Truly know your audience to find authentic ways to connect!
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