Webinar: How Taco Bell Reached Millions with Mobile App Launch
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Millennial consumers are a challenge for companies; they are hard to reach and even harder to keep loyal. Only 3% of millennials are moved by traditional advertising, preferring instead to make purchase decisions based on what they consider to be authentic peer reviews and social media. In this environment, successful marketers will need to have a deep understanding of their audiences’ thoughts and feelings to engage them and drive future revenue. Social media data unlocks a new, unsolicited, uncensored, and real-time view into billions of consumers’ hearts and minds. This intimate look into people’s lives, ideas, and behaviors offers an unprecedented opportunity for smart marketers to get ahead of the game and drive growth, reach and loyalty. Watch the webinar to hear experts from Taco Bell, Twitter, and NetBase to hear how leading brands succeed in marketing to millennials with new social audience data. KEY TAKEAWAYS: Marketing to millennials best practices from Taco Bell's mobile app launch New Twitter Audience Data to unlock dimensional understanding of consumers How to do audience segmentation, campaign development and engagement with social media analytics
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Webinar: How Taco Bell Reached Millions with Mobile App Launch
- 1. WELCOME Mihir Minawala Manager of Social, Industry & Competitive Intel Taco Bell @MihirMinawala John Heywood Product Manager Data Products Twitter @johnheywood Pernille Bruun-Jensen Chief Marketing Officer NetBase @PernilleBruunJ @PernilleBruunJ
- 2. MILLENNIALS & SOCIAL: HOW TACO BELL REACHED MILLIONS WITH MOBILE APP LAUNCH @NetBase
- 3. AGENDA • NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS • MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL • NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING • Q&A @PernilleBruunJ
- 4. AGENDA • NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS • MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL • NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING • Q&A @PernilleBruunJ
- 5. INTRODUCING NETBASE AUDIENCE 3D Go beyond the industry’s standard flat analytics. Our brand new product gives you the entire, dimensional social story— and a profound understanding of your audience to deliver real value. @PernilleBruunJ
- 6. UNDERSTAND YOUR AUDIENCES IN MORE DIMENSIONS THAN EVER BEFORE. @PernilleBruunJ
- 8. Your brand lens is only a tiny fraction of your audience’s full conversation. Fractional View @PernilleBruunJ
- 9. Your brand lens is only a tiny fraction of your audience’s full conversation. Fractional View @PernilleBruunJ
- 10. SUCCESS WILL BELONG TO CMOS WHO UNDERSTAND AUDIENCES ON EVERY LEVEL @PernilleBruunJ
- 11. Get a dimensional understanding of your consumer. Develop audience-centric content that will resonate. Deliver the right message to the right audience at the right time—then track and measure it. AUDIENCE 3D CAN CHANGE YOUR BUSINESS Marketing Strategy Content & Creative Development Targeted Advertising @PernilleBruunJ
- 12. AGENDA • NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS • MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL • NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING • Q&A @PernilleBruunJ
- 13. Mobile Ordering App – innovating in marketing @MihirMinawala
- 14. @MihirMinawala
- 15. FROM Relying on proxies that ASSUME what might drive an audience TO NetBase Audience 3D where we can KNOW what drives an audience right now @MihirMinawala
- 16. Audience Approach to Growth EXTEND REACH to audiences that act like your followers and will amplify your message 1 2 3 4 MEASURE CAMPAIGN SUCCESS down to each audience segment and iden6fy over performing vs. under performing segments TRACK & UNDERSTAND YOUR ENGAGED AUDIENCE: – Create addi6onal highly engaged audiences – Iden6fy addi6onal opportuni6es to engage with your audience organically HARNESS THE POWER of your audience to drive smarter marke6ng – retarget audience to enable addi6onal touches and stronger conversion @MihirMinawala
- 17. 3.5M speaking posi6vely 4X Extended reach NetBase extended reach & increased engagement Taco Bell Mobile Ordering Launch 14% Engage Rate Avg. 20% higher purchase rates Created 90 emo6onal & behavioral micro-‐segments Targeted segments via Promoted @MihirMinawala
- 18. What they Crave What they Eat Track & Understand Audience @MihirMinawala
- 19. What they Use Waze / Taco Bell PotenLal Find More Ways to Expand Targeting @MihirMinawala
- 20. In Summary EXTEND REACH to audiences that act like your followers and will amplify your message 1 2 3 4 MEASURE CAMPAIGN success down to each audience segment and iden6fy over performing vs. under performing segments TRACK & UNDERSTAND YOUR ENGAGED AUDIENCE: – Create addi6onal highly engaged audiences – Iden6fy addi6onal opportuni6es to engage with your audience organically HARNESS THE POWER of your audience to drive smarter marke6ng – retarget audience to enable addi6onal touches and stronger conversion @MihirMinawala
- 21. AGENDA • NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS • MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL • NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING • Q&A @PernilleBruunJ
- 22. WHAT IS POSSIBLE WHEN YOU KNOW WHAT THE WHOLE WORLD IS THINKING ABOUT ANY TOPIC AT ANY TIME? @johnheywood
- 23. Publisher Data PlaOorm Data Analy6cs Providers Brands Ac6ng on Insights from TwiPer Data Providing Analysis from TwiPer Data Filtering, Enriching & Distribu6ng Content Crea6ng Social Media Content Twitter, Gnip & Our Data Ecosystem @johnheywood
- 24. Gnip’s Enterprise API Products HISTORICAL REALTIME INSIGHTS @johnheywood
- 25. The Making of Enterprise Data @johnheywood
- 27. The Importance of Audiences on Twitter Communities congregate on Twitter1 2 3 Two way feedback loop Strong signals about what matters most @johnheywood
- 28. How NetBase is Using Twitter Data AUDIENCE INSIGHTS @johnheywood
- 29. How NetBase is Using Twitter Data @johnheywood
- 30. AUDIENCE 3D A HEART-TO-HEART WITH MILLIONS. Tap into a custom audience for goal-specific insights, harder hitting custom creative, and campaigns that will heighten customer engagement—and your bottom line. @PernilleBruunJ
- 31. LIKE NOTHING ELSE No longer guessing what your audience thinks and feels. Create completely custom audiences Discover real-time emerging trends Filter down results to what you need Target and measure valued audiences @PernilleBruunJ
- 32. B R A N D N E W & O N LY F R O M N E T B A S E A U D I E N C E 3 D Learn more at NetBase.com | call 1-855-762-6764