The Audience Perspective: How Innovation in Social Listening Ignites Marketing Success
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The document outlines an agenda for a presentation on how audience-centric social listening can drive marketing success. It discusses how brands are demanding more insights from social media, the evolution from keyword-based to audience-based social listening, case studies on how companies have used audience insights for customer acquisition, retention and building their brand value, and provides actionable next steps for rethinking social listening strategies.
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The Audience Perspective: How Innovation in Social Listening Ignites Marketing Success
- 1. The Audience Perspective – How Innovation in Social Listening Ignites Marketing Success #NetBaseLive
- 2. • Brands Are Demanding More From Social • The Evolution of Social - From Keyword To Audience • Real Audience-Centric Case Studies • Actionable Next Steps • Q&A Agenda #NetBaseLive
- 4. NetBase named Leader in Social Media Suites NOV 2015 NetBase ranks at top in Social Media Monitoring Tools NOV 2015 Best In Class CGT Reader’s Choice NOV 2015 NetBase rated a Leader The Forrester WaveTM: Enterprise Listening Platforms Q1 2016 Recognized As A Leader By Analysts & Customers #NetBaseLive
- 8. “We think of social data as a way to count things. That’s not necessarily all bad, but it’s about a quarter of what you can actually do with this data.” Chuck Hemann, Intel #NetBaseLive
- 9. #NetBaseLive 2 Provide insights that lead to improvements in customer retention 3 Provide insights that build a brand’s reputation and value 1 Provide insights that lead to accelerate customer acquisition Brands Demand More
- 10. #NetBaseLive
- 11. • Social Media is critical in helping CMOs achieve KPIs • Audience-driven listening enables targeted activation and insights discovery • Audience-centric listening delivers advantages over keyword-based listening • Audience-centric listening supports customer acquisition and retention • Actionable next steps for your organization What We Are Exploring #NetBaseLive
- 12. The Evolution Of Social #NetBaseLive
- 13. #NetBaseLive
- 14. #NetBaseLive The Evolution Of Social Will Take You From Keywords
- 15. #NetBaseLive
- 16. Keyword Listening Quickly surface brand mentions Isolate Opportunities of threats Explore specific topics Monitor in real-time Audience Listening Focus on targeted segments Surface key insights about audience Discover interests beyond category Research in real-time Audience Listening’s Advantages #NetBaseLive
- 17. Audience Listening Aligns With Traditional Research Methods “In terms of consumer insights, that is huge. We now have the ability to massively benefit research. We can’t live without one or the other (traditional vs. social analytics) but now we can access social analytics and audience insight to know what consumers are saying.” Mihir Minawala, Taco Bell #NetBaseLive
- 18. Social Media Helps CMOs Reach KPIs #NetBaseLive ` Customer Acquisition Customer Retention Brand Value
- 19. Key Business Driver: Customer Acquisition #NetBaseLive
- 20. Key Business Driver: Customer Retention #NetBaseLive
- 21. Source: Colloquy, Feb. 2015 2.1 Billion 2.6 Billion 3.3 Billion 2010 2012 2014 Total U.S. Members Consumers Are Adopting Loyalty Programs Faster Than Ever #NetBaseLive
- 22. Source: Colloquy, Feb. 2015 Inactive Members 58% The Average US household is enrolled in 29 loyalty programs… but active in only 12 But Once Signed Up, Members Usually Just Fade Away #NetBaseLive
- 24. Understand Their Loyal Audience1 2 3 Identify Relevant Products To Promote Determine How They Should Speak To Their Loyal Audience 7-Eleven Took An Audience- Centric Approach To… #NetBaseLive
- 25. Interested in promos & giveaways Breakfast & coffee are popular topics Communicate with strong emotions 7-Eleven Discovered Unique Traits and Habits Of Their Loyal Customers #NetBaseLive
- 26. Key Business Driver: Brand Value #NetBaseLive
- 27. Extend Reach To Audiences That Act Like My Followers Increase Engagement & In App Purchase Rates Better Understand Their Engaged Audience For Smarter Marketing 1 2 3 #NetBaseLive Taco Bell Took An Audience- Centric Approach To…
- 28. 20% Higher Purchase Rate 4X Reach 2.5X RT Rate Taco Bell Mobile Ordering App Results #NetBaseLive
- 29. What they Crave What they Eat Track & Know Your Audience #NetBaseLive
- 30. What they Use Find More Ways to Extend Targeting Efforts #NetBaseLive
- 31. What they Use Waze / Taco Bell Potential Find More Ways to Extend Targeting Efforts #NetBaseLive
- 32. What they Use Waze / Taco Bell Potential Find More Ways to Extend Targeting Efforts #NetBaseLive
- 33. STEP 1 - Rethink Your Listening Strategy #NetBaseLive Actionable Next Steps
- 34. STEP 1 - Rethink Your Listening Strategy STEP 2 - Align Priorities with Business Initiatives #NetBaseLive Actionable Next Steps
- 35. STEP 1 - Rethink Your Listening Strategy STEP 2 - Align Priorities with Business Initiatives STEP 3 - Get the Right Tool for the Job #NetBaseLive Actionable Next Steps
- 36. STEP 1 - Rethink Your Listening Strategy STEP 2 - Align Priorities with Business Initiatives STEP 3 - Get the Right Tool for the Job STEP 4 - Integrate Audience-Based Listening Throughout The Team #NetBaseLive Actionable Next Steps
- 37. STEP 1 - Rethink Your Listening Strategy STEP 2 - Align Priorities with Business Initiatives STEP 3 - Get the Right Tool for the Job STEP 4 - Integrate Audience-Based Listening Throughout The Team STEP 5 - Measure & Share Success in Real-Time #NetBaseLive Actionable Next Steps
- 38. Don’t Forget The Most Important Rule #NetBaseLive
- 39. #NetBaseLive Learn More For More Insight Download the Whitepaper Today
- 40. ENTERPRISE SOCIAL ANALYTICS Learn more at NetBase.com | call 1-855-762-6764